By  on June 3, 1994

NEW YORK -- Shiseido keeps aiming younger.

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."

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