Posts Tagged ‘Shiseido’

FELICITY JONES NAMED THE NEW FACE OF CLÉ DE PEAU

Wednesday, November 15th, 2017

(Photo by Dave J Hogan/Getty Images)

Academy Award-nominated actress, Felicity Jones, has be named the global brand face for luxury skincare company Clé de Peau.  The English actress, known internationally for her starring role in Rogue One: A Star Wars Story, replaces Amanda Seyfried, as the Shiseido-owned beauty brand’s spokesperson.  Her announcement comes as Clé de Peau undergoes a relaunch to build global awareness outside of its native Japan.

Yukari Suzuki, Brand Director of Clé de Peau Beauté says, “A crucial element of Clé de Peau Beauté is to help customers feel that our brand belongs in their lives. Felicity is aspirational, yet highly relatable, which makes her the ideal face of Clé de Peau Beauté. She embodies the brand’s DNA: intelligent, uncompromising and exquisite. Her passion and incredible dedication to her craft have allowed her to make an impact on the world and those around her.”  The brand has chosen to pursue a spokesperson who embodies its core values (rather than the number of its social media followers she has).  Jones, in fact, has not posted on Twitter since 2011, Instagram since 2015, and Facebook since January of 2017.

“It’s important to me that my values align with any brand I’m affiliated with,” says Jones. “Clé de Peau Beauté made it clear that they approached me because of my principles and dedication. I’m so proud of the Spring/Summer 2018 campaign and cannot wait to unveil it to the world.”

SHISEIDO RECEIVES A REFRESH FOR 2018

Sunday, November 5th, 2017

Japanese beauty brand, Shiseido, is launch brand “refresh” with the introduction of its Essential Energy skincare line in January, 2018.  Utilizing neuroscience-based proprietary ReNeura Technology, aimed at preventing dull skin, fine lines, and an uneven complexion, hero products will include three ReNeura Essential Energy moisturizers (Essential Energy Moisturizing Gel Cream, Essential Energy Day Cream Broad Spectrum SPF 20, and Essential Oil Moisturizing Cream), retailing for $48. ReNeura uses malleable spheres (Active Response Powder) to engage the skin’s “responsive power” to environmental stressors, preventing damage before it can occur.  “What’s different between conventional skin care and this…is that in the past, all normal skin-care items tried to tackle regular skin concerns and correct,” shared Kayoko Nakajima, Shiseido director of skin-care product development, with WWD. “But what ReNeura can do for consumers is enhance the detective capability of the skin so the skin itself can detect what’s causing the skin concerns. It’s driven by a technology.” (more…)

THE BUSINESS OF BEAUTY: CUTBACKS AT SHISEIDO

Wednesday, November 1st, 2017

After revising its financial result forecast for Q4 2017, Shiseido Co. Ltd. will be pairing down assets from its Bare Escentuals brand, by closing approximately 100 of its 209 BareMinerals company-owned stores, according to a report in WWD.  Since its acquisition in 2010, Bare Escentuals has under-performed due to greater competition in the color cosmetics and digital-to-consumer spaces.  Shiseido will post a loss of 65.5 billion yen (approximately $575 million) from the brand.  Yet, Shiseido still believes in the Bare Escentuals; in June it launched its Customized by MATCHCo technology with the MADE-2-FIT App for the iPhone with BareMinerals.  The MADE-2-FIT technology allows for individually personalized products that are ideally suited to a changing demographic landscape.

Last week German consumer brand, Henkel, signed an agreement to acquire Zotos International Inc., the North American Hair Professional business of Shiseido Company, Limited for $485 million. The acquisition comprises leading hair professional brands such as Joico and Zotos Professional