A selection of items from Shiseido's new Recipist line.
TOKYO — Shiseido is launching a new brand of skin-care and body-care products targeting Japanese Millennials. Called Recipist, the line will include a total of 27 products and will go on sale from Nov. 1.A spokesman for the company said Friday that Shiseido has not been a strong player among young people, something the company has been working to address and rectify in recent years.In July it launched Waso, which targets Millennials in the U.S., Europe, Asia and the Middle East with skin-care products made with ingredients inspired by Japanese food.“Waso is unique in that it is based on Japanese cuisine. It uses food ingredients and has a Japanese ‘taste,’ which appeals to young people in other countries,” the spokesman said. “But since Recipist is only for the Japanese market, we aren’t marketing it as a brand with a Japanese taste, but rather a reasonably priced brand with cute packaging that will appeal to young people in Japan.”The new brand will target “digital natives,” namely women in their early 20s. In a release, Shiseido said these consumers have fewer skin troubles than previous generations, but that sometimes their skin’s balance is disrupted due to factors related to lifestyle or insufficient care.Recipist aims to restore the balance with products formulated with natural ingredients such as rose extract. The products are designed to be effective, both when used alone and in combination with one another.Derived from the word "recipe," the brand name is meant to invoke a sense of empowerment among young women, the idea being that customers can create unique, individual lives and beauty.Recipist will only be sold online only, through Shiseido’s own e-commerce platform and on other sites such as Amazon. Marketing efforts will be centered around social media, since Millennials in Japan tend to live their lives through their smartphones.Prices will range from 290 yen to 840 yen, or $2.55 to $7.45, with lotions priced in the center of the range at 590 yen. Other products will include hand cream, body lotion, sunscreens, lip balm, serums and BB cream.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)