Shiseido will give the beauty world some lip this winter — with an able assist from Dick Page.
In his inaugural global line as Shiseido’s makeup artistic director, Page concocted a lineup of lipsticks called Perfect Rouge and a coordinating lineup of Smoothing Lip Pencils.
“I want people to get back into the simplicity of lipstick and play,” said Page, who signed on for his current role in March 2007. He first began working with Shiseido in Japan in 1997, creating and later redesigning the company’s Inoui color cosmetics line. “Perfect Rouge’s formulation includes both skin care technology, for maximum hydration, and very color-true pigments — so what you see is what you get,” he said.
Specifically, the formulation includes Shiseido’s proprietary Super Hydro-Wrap Vitalizing DE, which contains an oil that blends well with water and which is said to seal moisture into the lips. Dual-Optimizing Powder is designed to detect available light levels and adjust color accordingly, while translucent red pigment is said to reflect all light as red, adding depth to all of the lipstick colors. Also included: Shiseido’s new Satin Smooth Pearl, an ingredient said to contain uniform particle sizes — and thus, smoothness and luster to the lips.
The collection includes 20 lipstick shades, each priced $25, and seven lip pencils, each $20. The lipsticks range in color from opaque shocking pink — “if you’re going to do that color, DO that color, and not by half-measures,” said Page — to neutral beige to vivid cherry red. Lip pencils range from deep brown to pinky-beige. “There is a balance of wardrobe and ‘fun’ colors,” said Page.
All will be on counter in February.
“This will be our largest lip launch ever,” said Heidi Manheimer, chief executive officer of Shiseido Cosmetics America, adding that Shiseido’s overall U.S. business is up 3 percent to date. “After years of gloss, lipstick is making a comeback — and we are expecting great numbers for this launch.”
While Manheimer declined to discuss projected sales, industry sources estimated that Perfect Rouge and the lip pencils will do close to $6 million at retail in the U.S. in their first year on counter. They will be available in about 1,000 department and specialty store doors in the U.S., which include Macy’s, Sephora, Nordstrom, Bloomingdale’s and Dillard’s.
According to The NPD Group, the total lip category accounts for 18 percent of the total makeup category, with 45 percent of that figure done in lipstick. According to Tomoko Yamagishi-Dressler, vice president of marketing for Shiseido Prestige Brands, Shiseido’s lip category accounts for 14 percent of its total color business in the U.S., and color cosmetics account for 27 percent of Shiseido’s total business in the U.S.
“This lineup presents a great opportunity for us to grow that share, and quickly,” said Yamagishi-Dressler. “It is already a strong category for us, but it will get stronger with this offering.”
National advertising, featuring Australian model Christina Carey and shot by Nick Knight, breaks in March fashion, beauty and lifestyle magazines. For the first time, Shiseido will sample its lip liners, with about 100,000 pieces slated for distribution. Mini lipsticks and blister cards with four shades will also be distributed. While executives declined to comment, industry sources estimated that Shiseido would spend about $2 million on advertising and promotion in the U.S. in the collection’s first year.
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)