With the help of Amanda Seyfried as it new face, Shiseido’s Clé de Peau Beauté luxury brand is hoping a group of new high-tech introductions will create greater consumer awareness.
The brand will launch a $160 antiage product, Brightening Serum Supreme, next month in a bid to ride the rising radiance trend. “The brightening category has really exploded in the U.S.,” said Gisela Ballard, executive director of marketing for Shiseido & Clé de Peau Beauté. “It is really the new frontier of antiaging.” The serum contains a triple brightening effect molecule, an ingredient to prevent new melanin formation as well microcirculation and glow enhancers. Also, there is a Brilliant Color Controller to minimize a yellowish cast. In addition, the brand will be launching its first sun protection cream with an SPF of 50 and a price tag of $120.
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