With Pureness, its third and least expensive skin care line, the company is targeting college-age consumers.
The line, which will be shipped in August to 800 department store doors, is expected to reach a younger consumer than Facial Concentrate, launched in 1983, and Vital Perfection, introduced in 1992.
"Vital Perfection was aimed at young consumers also," said Yuji Kishida, who was recently named chief executive officer in addition to being president of Shiseido Cosmetics (America) Ltd.
"But that meant from age 25 to people in their 30s," he continued. "Pureness is also for women in their 20s, but it's going to go a lot younger, perhaps even down to age 15. The typical Shiseido customer is older and affluent, and we thought it would be a good idea to look for a new customer."
Kishida noted that the Pureness pricing is its chief selling point for the younger crowd.
"Consumers are looking for reasonable prices, especially younger consumers. This line is comparable to Clinique's prices," he said, referring to one of the lowest-priced lines in the prestige market. "The design [of the bottles] is also very simple and direct."
Prices range from $15 for each of three cleansing items to $20 for each of three moisturizers. In comparison, Vital Perfection's prices range from $22 to $32.
According to Kishida, Pureness should generate about 10 percent of Shiseido's overall volume this year, and eventually will make up close to 15 percent.
According to industry estimates, this would mean the line could have a retail volume approaching $10 million this year.
Vital Perfection is projected at around $15 million, while Concentrate should ring up $20 million.
The 10-item Pureness line is formulated with botanical extracts, such as peony root, chestnut rose fruit and philodendron. It also contains Phytogenic Complex, an ingredient that the company claims works to normalize the skin's top layer, while replenishing and retaining moisture.
Products for normal and oily skin will be available in three categories: cleansing, balancing and moisturizing.
A fourth category, called special care, includes an exfoliating gel and a blemish control cream.Shiseido will begin advertising Pureness in the fall, targeting what Kishida called "specific communities." He said, "We'll have a campus focus."
Ads will run on college radio stations on both coasts and in Florida, Kishida said. A print campaign will appear in Cosmopolitan and Mademoiselle, as well as in college newspapers.
"We want to be known as a treatment authority," he said. "It's the area where we have a chance to be one of the top lines in department stores."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)