Shiseido Relaunches Makeup by Imagining New Texture Language

Shiseido is reinventing its approach to color. In the weeks ahead, Shiseido Co. Ltd.’s namesake brand will roll out new makeup products and reenter Sephora for the first time since 2009. The relaunch, which comes as J-Beauty gains popularity in the U.S., draws from Shiseido’s Japanese roots and is in line with Shiseido president and chief executive officer Masahiko Uotani’s vision to expand the global presence of the prestige brands over the next three years. It’s also a strategic play at boosting Shiseido’s stake in the global color market and, according to industry sources, is expected to pull in as much as $500 million in retail sales for the brand over the next three years. “Makeup-to-skin-care penetration is 30 to 40 percent normally at a Lauder and a Dior. At Shiseido globally, it’s 11 percent,” said Jill Scalamandre, president of Shiseido’s Global Makeup Center for Excellence. “We’re a skin-care company with a little makeup. Skin care’s still gonna grow, but if you’re growing the entire pie, we want makeup to be 30 percent of it and skin care would be 70 percent of it.” Shiseido is the most established player in the J-Beauty space, bringing in $9 billion for fiscal year 2017, up

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