With its new product launch, called Ibuki, Shiseido is aiming to lure younger consumers into its storied skin-care range.
Aimed at Millennials — those women ranging from 25 to 34 years of age — the affordably priced Ibuki will be launched in September and will include seven products and a starter kit.
All products are aimed to mitigate the effects of a typical twentysomething lifestyle — which often includes lack of sleep, oiliness and visible pores after an evening of partying, and rough skin resulting from less-than-optimal nutrition.
“The introduction of Ibuki is a huge opportunity for us, as it presents a chance to introduce a comprehensive skin-care regimen to Millennials during a critical time of their exploration and adaptation of beauty products,” said Heidi Manheimer, chief executive officer of Shiseido Cosmetics America, who noted that Ibuki was the brand’s first completely new skin-care line in eight years. That is because, Manheimer explained, the brand usually launches new lines when the company sees a significant market opportunity with top-of-the-line technology.
Ibiku is also the first Shiseido skin-care range to focus only on this demographic, Manheimer said.
“By 2017, Millennials will outspend Baby Boomers in this category,” said Manheimer. “This line is designed as a jumping-off point for serious skin care. This is the time to capture their attention, and then they can transition to our other lines when that is needed.”
Powering the collection is the brand’s proprietary PhytoResist Complex, which includes trehalose and white nettle, intended to inhibit cell shrinkage and provide moisture to surface cells; TMG, or trimethylglycine, which is said to enhance skin’s resistance to harsh elements by protecting the skin’s barrier function, and yuzu seed extract, which is intended to keep cell production moving and optimize cells’ shape and condition, said Tomoko Yamagishi-Dressler, senior vice president of marketing.
The stockkeeping units that comprise the collection are Gentle Cleanser, $30 for 125 ml.; Purifying Cleanser, $30 for 125 ml.; Softening Concentrate, $24 for 75 ml.; Refining Moisturizer, $45 for 75 ml.; Refining Moisturizer Enriched, $45 for 50 ml.; Protective Moisturizer, $45 for 75 ml.; Eye Correcting Cream, $40 for 15 ml., and a Starter Kit, $25, which includes two-week supplies of the Gentle Cleanser, Softening Concentrate and Refining Moisturizer.
The line’s name takes its inspiration from its Japanese roots and is translated in several ways, including inner strength and breathe, noted Yamagishi-Dressler.
In the U.S., Ibuki will be sold in about 1,500 department and specialty store doors, noted Gisela Ballard, executive director of marketing.
While the brand will do some national print advertising in September and October fashion, beauty and lifestyle books, the majority of the marketing and advertising efforts for Ibuki will be done in the digital space, noted Yamagishi-Dressler. That will include Facebook applications, videos with Millennials talking about their skin, an Ibuki tab on Shiseido’s Facebook fan page, extensive social media outreach and a microsite tied to shiseido.com, noted Yamagishi-Dressler. Digital advertising will break in early September.
While executives declined to discuss sales projections, industry sources estimated that the line would do about $15 million at retail in the U.S. in its first year on counter.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty