NEW YORK — Shiseido is building on its foundation as a skin care authority with major launches of Bio-Performance Super Restoring Cream and Future Solution Eye and Lip Contour Cream, while also introducing a foundation with treatment benefits.
Bio-Performance Super Restoring Cream, priced at $95 for 50 milliliters, will be launched in August. It is the seventh entry in the Bio-Performance lineup. Bio-Performance Advanced Super Revitalizer, which launched in 1988, is the company’s best-selling product overall, according to executives. The line, which currently includes six products, generates 16 percent of the company’s total skin care sales, according to Heidi Manheimer, president of U.S. operations for Shiseido Cosmetics (America) Ltd.
As a daily antiaging cream, Bio-Performance Super Restoring Cream features two key ingredients. Bio-Restoring Complex is meant to fill wrinkles and support skin firmness. Super-Bio Yeast Extract is designed to promote the production of collagen and hyaluronic acid.
Tomoko Yamagishi-Dressler, vice president of marketing for Shiseido Prestige Brands, described the product as “an alternative to plastic surgery,” and said that it will serve as an option for current Bio-Performance customers who are looking for an antiaging alternative. “This product targets women in their mid-30s,” said Yamagishi-Dressler. “She’s been using Bio-Performance Advanced Super Revitalizer, but her needs have changed — this has more powerful antiaging properties and a richer texture.” Industry sources expect Bio-Performance Super Restoring Cream to do up to $6.5 million in first-year retail sales.
Future Solution Eye and Lip Contour Cream, priced at $120, is an antiaging cream that targets the skin around the eyes and mouth. The product, which also will be launched in August, is the company’s second introduction in the Future Solution line. The original Future Solution Total Revitalizing Cream was launched in 2002. It currently is the company’s “number two stockkeeping unit in volume,” according to Manheimer. The new product contains an ingredient called Lasting Support Hydro-Veil, which is said to tighten, moisturize and reduce the appearance of dark circles and wrinkles, as well as Yang Tao Leaf extract, also known as star fruit, which is designed to inhibit the breakdown of collagen.
Manheimer said the cream specifically targets “creping,” where aged skin loses elasticity and begins to fold over. “It’s the only product [on the market] to address creping in the eye area, where one skin layer goes over the other, but it doesn’t inhibit the natural movement of the face,” she said. The product is expected to do up to $5.6 million in first-year retail sales, according to sources.
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And, for the first time since 2002, the company will launch a new foundation: The Makeup Lifting Foundation SPF 16. It is priced at $40 and will be introduced in August. Available in 10 shades, Lifting Foundation SPF 16 will feature skin care properties, including an ingredient called Anti-Wrinkle Complex, which is said to combat sagging and moisturize the skin. “We don’t do a foundation often because we wait for the technology,” said Manheimer. In addition, an ingredient called Musterlift Micropowder has light-diffusing properties and is meant to minimize the appearance of wrinkles, pores and general unevenness. The foundation could do up to $2.2 million in first-year retail sales, according to industry sources.
The company’s fall color collection, dubbed Magical Beauty, is due on counter in August as well and features bold eye colors and nude lips (in addition to two new crimson shades of lipstick). “It’s about luminous, healthy skin, a vibrant eye, flushed cheeks and a nude, bare mouth,” said Manheimer. The lineup will feature one major new product, The Makeup Accentuating Color Sticks, $30 face contouring cream sticks, which will be available in four shades.
All of Shiseido’s fall launches will be supported with co-op advertising, sampling and in-store programs, for a total of about $5 million spent on advertising and promotion, according to industry sources (including advertising and promotion for the company’s new White Lucent line, which will be launched in September). Model Anouk will appear in print ads for The Makeup Lifting Foundation, which will break in September issues of women’s fashion, beauty and lifestyle magazines. Ads for Bio-Performance Super Restoring Cream will break in October books.