By  on October 28, 2008

TOKYO — Shiseido is aiming to become a global beauty player with a new makeup line it’s developing with New York-based makeup artist Dick Paige.

The new line, dubbed Shiseido, will start its lifeline with a range of moisturizing lipsticks and lip pencils, which will debut at retail in Japan and the United States in January before rolling out to another 67 countries in the first half of next year.

Hiroshi Maruyama, general manager of Shiseido’s international marketing department, said that the company plans to move on to eye shadow and foundation for the fall 2009 season. The new Shiseido makeup products will be packaged in red boxes bearing Shiseido’s floral logo.

In a separate move aimed at boosting Shiseido’s international profile, the company will launch a new skin care line next year and revamp its existing skin care lines in 2010.

The company declined to give a global sales forecast for the brand but it estimated that first-year retail sales in Japan should be about 2.5 billion yen, or about $26.80 million at current exchange.

Speaking on the sidelines of a press conference here, Maruyama said the Japanese company is once again going to leverage its knowledge of skincare technology into the field of cosmetics.

“Of course for makeup, color itself is the more important factor… so that’s why we’re collaborating with Dick,” Maruyama said. The company is also working with Australian model Christina Carey, who will star in the line’s advertising and promotional materials.

The “Perfect Rouge” lipstick comes in 20 shades, including a bevy of pinks and neutrals and a “Dragon” red, and features a special moisturizing ingredient, S Hydro-Wrap Vitalizing DE, a low wax content and a silicone-coated pigment for long-lasting color. It retails for 3,675 yen including taxes, or about $39 at current exchange.

Shiseido’s “Smoothing Lip Pencil” is available in seven hues complementing the lipstick range. It retails for 2,310 yen including taxes, or about $25, and features a special Paige-designed brush tip on one end.

Paige for his part is about to embark on Shiseido’s world press tour to promote the two items and tout the new makeup line, heading first to New York before going on to Paris, Milan and Düsseldorf. He’s also preparing for the upcoming Shiseido and Marc Jacobs campaigns.

“I’m Madonna now. I get my pointy bra out and I go on tour,” quipped the artist, who already tested the new lipstick and pencil at the September shows in New York for collections like Michael Kors, Thakoon and United Bamboo. “My barometer of success on color is if stuff gets stolen backstage, you know it’s good.”

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