By  on November 6, 2017

Shiseido’s long-awaited — and much-needed — brand refresh will kick off early next year with the introduction of Essential Energy, a new skin-care range.

The Japanese-based company is banking on a confluence of neuroscience-based, proprietary ReNeura Technology and fresh marketing to regain a once dominant position in the skin-care category. Shiseido’s brand positioning has dwindled in the last several years amid advancements from existing players and an onslaught of hot young labels that leading beauty firms are clamoring to acquire.

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