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The new Shiseido Adenogen Hair Energizing Formula for men |
JAPAN. Shiseido showcased its latest products at the TFWA Asia Pacific show in Singapore with an emphasis on the men’s and skin whitening segments.
According to Worldwide Travel Retail Director Ariel Gentzbourger, men’s lines account for 5-6% of Shiseido’s total business in Asia, and is a growing segment in Europe.
The new Adenogen Hair Energizing Formula is targeted at men of all ages, particularly the younger generation of “metrosexual” men who are concerned about stress.
The new product is said to promote hair growth thanks to its patented Adenosine ingredient. The product was launched in 2005 in Japan and will be introduced to Europe and travel retail stores simultaneously in June 2006.
Also in the men’s sector, the Shiseido Men range gains one new product from September 2006. Shiseido Men Shaving Cream is said to help enhance the skin’s barrier function while shaving. Formulated with the signature ingredient Damage Defense Complex, the rich cream protects the skin and softens the beard without stinging.
A three-pack Daily Face Care Kit aimed at business travellers will be launched in September 2006 in travel retail stores containing a cleanser, shaving cream and moisturiser. Each product in the kit will be around half the normal size (75ml). The outer packaging will contain self-explanatory product information.
In September 2006, Shiseido is launching extensions to its core Bio-Performance line for women, which is strong in Asia and Europe and makes up over 10% of the company’s total business.
The Ultimate Skin Renewal System comprises Super Exfoliating Discs, which are designed to mildly exfoliate rough skin once a week after cleansing, and Super Refining Essence (50ml), a multi-benefit moisturising and retexturising treatment for morning and evening use.
Shiseido presented major new additions to its Shiseido White Lucent range, in line with the company’s aim to be the market leader in the whitening sector in Asia. The White Lucent range is hugely important in Asia, representing some 22% of the firm’s total business in the region.
The complete line of ten products includes emulsion and gel for normal and combination skin. New for September 2006 is White Lucent Brightening Moisturizing Cream, a highly moisturising medicated cream that is said to brighten skin while protecting it from severe dryness.
A travel retail exclusive coffret called the Shiseido White Lucent Brightening Travel Kit will comprise Concentrated Brightening Serum 30ml and Brightening Refining Softener 75ml, with a free Brightening Protective Moisturizer 30ml. Hitting the shelves in September, it is Shiseido’s first whitening travel kit and has a suggested retail price of US$110.
In the make-up segment, a new Dual Balancing Foundation will make its debut in September 2006, to replace the Fluid Foundation. The oil-free SPF15 liquid foundation is translucent, semi matte and long-lasting. It comes in a 30ml glass bottle in 14 shades.
Foundation is the core of the Shiseido Makeup line, taking up half of the firm’s make-up turnover.
Travel retail success
During the TFWA Asia Pacific show, Gentzbourger reported success in the inflight business. The company had only begun targeting airlines last year but already the Bio-Performance eye cream was a best-seller onboard Korean Air, which carries three Shiseido items. In the second half of 2006, China Airlines is introducing three Shiseido products for the first time.
Speaking of Shiseido’s strategy in the Asia Pacific region, Regional Director Jean-Charles Viti told The Moodie Report that the short-term strategy was to target China travel retail, as well as the new Suvarnabhumi Airport in Thailand, where Shiseido carried out test-marketing last year.
Medium term, the company wants to achieve tight distribution in 30 doors in Asia Pacific, including Oceania. The focus is to increase sales in each door by boosting marketing activity.
Shiseido is introducing more travel retail sets for incremental sales, but they will represent a maximum of 5% of the company’s portfolio, the firm said.
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