Shiseido aims to provide the answers for consumer concerns this fall with its new Future Solution LX Eye and Lip Contour Regenerating Cream and a host of additional lineups, including a new eye color collection from artistic director Dick Page.
This story first appeared in the June 25, 2010 issue of WWD. Subscribe Today.
“Existing products in the Future Solution LX line are up double-digits in growth,” said Heidi Manheimer, chief executive officer of Shiseido Cosmetics America, noting that skin care accounts for about 70 percent of Shiseido’s overall sales; of that figure, the current Future Solutions products account for about 12 percent of sales. Shiseido’s sales volume is estimated by industry sources at about $6.49 billion globally.
The new cream is designed to prevent the appearance of lines, sagging, roughness, dark circles and dullness around the eye and lip areas, said Manheimer.
The key ingredients in the product are Shiseido’s proprietary Skingenecell 1P, which is said to suppress serpin B-3, a negative factor which is said to damage cells, and the brand’s Form Support Veil, powered by proprietary AD, said to form a network structure that fills in uneven areas of the skin and enhance skin firmness, explained Tomoko Yamagishi-Dressler, vice president of marketing for Shiseido Prestige Brands. Luminous powders are included to diffuse and reflect light, and a cocktail of superyeast, starfruit and okra extracts are included to promote the production of collagen and hyaluronic acid. Ononis extract was added to encourage the production of Laminin 5, which is said to promote the restoration of the skin’s basement membranes. Sakura Leaf extract is intended to prevent the breakdown of elastic fibers by inhibiting the elastase enzyme, she said.
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Due in September, the product will retail for $130 for 15 ml. National advertising will bow in October magazines, and the product will be extensively sampled, noted Yamagishi-Dressler.
On the color side, Luminizing Satin Eye Color Trios — inspired by moments in Page’s travels — will bow in August. “I love photography, and each one of these seven palettes is inspired by a photo I took,” said Page. He pointed to a wintry Long Island landscape shot that was the inspiration for the Snow Shadow palette, and a photo of the exterior of Paris’ Opera Garnier, which inspired the Opera palette. Each of the palettes includes micromatic color pigments, intended to reflect light and create vivid, translucent shades on skin. Another key ingredient is Super Hydro-Wrap Vitalizing DE, which is intended to improve dryness to give eyes a moisturized look all day long, and dual optimizing powder, said to provide a natural sheen for all-day wear. Each will retail for $33.
Also due in August are the brand’s new Nourishing Mascara Base, $23, and Perfect Mascara Defining Volume, $23. The base uses l-arginine and creamy volume wax to moisturize lashes and enhance volume. The mascara, which comes in black and brown, uses creamy volume wax to enhance volume and maintain curl; smooth volume powder to repel water and create a glossy finish; glossy volume oil to allow the wax and powder to adhere securely to lashes, and pantenyl ethyl ether to promote lash growth.
The products will be in Shiseido’s full U.S. distribution, currently about 1,000 department and specialty store doors. While Shiseido executives declined to discuss projected sales, industry sources estimated that the cream and the makeup additions could generate about $14 million in retail sales in their first year on counter in the U.S.