NEW YORK — Shiseido is planning to add juice to its fall business with a cocktail of skin care and color cosmetics introductions.
The brand, which is available in about 900 doors in the U.S., has seen continuous growth during the past year, said Heidi Manheimer, president of U.S. operations for Shiseido Cosmetics (America) Ltd. Year-to-date, Shiseido's business is up 12.6 percent overall, with skin care up 14.5 percent and color cosmetics up 8.3 percent, Manheimer said, citing the brightening and men's categories as two that have double-digit growth, in part due to a building door count.
Two of the company's key products for the upcoming fall season are Bio-Performance Super Exfoliating Discs, $64 for eight discs, and Bio-Performing Refining Essence, $74 for 50 ml., said Manheimer. Both will be launched in September.
While microdermabrasion in skin care is not a new idea, Manheimer pointed out that Shiseido waited until it could find technology that delivers results with natural and nonabrasive ingredients. Given the size of the market, it was an easy decision: "Exfoliating systems grew 46 percent in 2005, amounting to more than $12 million in retail sales," said Manheimer, citing NPD Beauty statistics. "It's a quickly growing category, and one which offers Shiseido a great deal of opportunity."
The exfoliating discs — designed to be used once a week after skin is cleansed — are powered by the proprietary Bio-Exfoliderm cocktail, which combines brewer's yeast extract, TMG and rice bran to break down the proteins that bind old cells to the skin's surface and polish the skin, she said. One side of the disc is textured to aid in the exfoliation process, while the second side is smooth to help refine skin. To get the word out to consumers, Shiseido plans to distribute upward of 150,000 samples in-store, said Tomoko Yamagishi-Dressler, vice president of marketing.
Bio-Performing Essence, which can be used in tandem with the discs or alone, is a serum that uses the proprietary Bio-Regenerine Technology — a mix of Bio-Energy Infuser, said to help increase skin's vitality; Super Plant Bio-Exfoliant, designed to break down proteins that bind old cells to the skin's surface, and Rose Apple Leaf Extract, which is said to help prevent the occurrence of environmentally induced skin damage.
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