TOKYO — Shiseido has revealed a new project that aims to respond quickly to trends in the market for young women in Japan by launching a series of limited-time cosmetics brands and products. By releasing various lines with different points of view in quick succession, the Japanese beauty giant hopes to be able to feed into a wide variety of fashion and beauty trends, appeal to different customer preferences and keep pace with a fast-changing market.
Called Cosmetic Press, the project will launch a series of limited-edition cosmetics brands, each with a unique concept and products. Once the products for a given label sell out, they will not be sold again, and instead entirely new brands and products will hit the market.
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Photographed by Kuba Dabrowski/WWD
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