Slideshows

A Look at Shiseido’s New Makeup Textures

Inks, Gels, Powders, and Dews -- which products are in each category?

A Look at Shiseido’s New Makeup Textures

Shiseido Makeup's New Textures: INKS

‘Inks’ are all about “bold, saturated color meets masterful precision,” according to the brand. They are high-pigment and budgeproof — but also lightweight. Inks deliver “graphic precision and extreme intensity.” On right, Kajal InkArtist in Sumi Sky.

Shiseido Makeup's New Textures: INKS

Shiseido Makeup Inks include: (L-R) LacquerInk Lip Shines in 12 colors; ImperialLash MascaraInk, Kajal InkArtist Shadow, Liner & Brow in 10 colors; and MicroLiner Inks in 5 colors.

Shiseido Makeup's New Textures: GELS

‘Gels’ deliver a high-impact finish, but with a featherweight feel,” the brand states. These products feature an innovative texture that delivers lasting color, comfort, and shine in a weightless formula. On left, VisionAiry Gel Lipstick in Ginza Red

Shiseido Makeup's New Textures: GELS

Shiseido Makeup’s Gels category includes VisionAiry Gel Lipstick, which is comprised of 15 percent water and is available 28 shades; and Crystal GelGloss, shown at right.

Shiseido Makeup's New Textures: POWDERS

‘Powders’ were developed using “air-infusion technology,” and are “bold yet breathable” — and are formulated to deliver vivid color that glides across the skin. On left, InnerGlow Cheek Powder

Shiseido Makeup's New Textures: POWDERS

Shiseido Makeup’s Powders category includes (L-R) InnerGlow CheekPowder in 10 colors; ModernMatte Powder Lipstick in 24 colors; and Minimalist WhippedPowder Blush in 8 colors.

Shiseido Makeup's New Textures: DEWS

‘Dews’ are highlighters for the eyes, cheeks, and lips. ‘Dews’ will “recreate light to transform the surface of the skin,” the brand states. On right, Aura Dew in Cosmic.

Shiseido Makeup's New Textures: DEWS

Aura Dew Highlighter for Face, Eyes, and Lips (top to bottom) in Solar Gold, Lunar Silver and Cosmic Rose Gold. On model, Cosmic Rose Gold.

By Marie Redding, Associate Editor 09.14.18

The new Shiseido Makeup collection reinvents the traditional makeup categories, creating four new ones — Inks, Gels, Powders, and Dews.

Shiseido Makeup’s global director of artistry, James Boehmer, collaborated with Gail Boyé, senior vice president, product development, Shiseido Makeup Center of Excellence and her product development team to create the new collection, many of which are featured above.

See the slides to learn more about each innovative category.

The product and package development process for this launch was equally innovative — and the first launch led by for Shiseido’s Global Makeup Center of Excellence in New York City, in close collaboration with the company’s team in Tokyo.

More Details

Shiseido’s team comments on product development, packaging, and design in the
Online Exclusive: Shiseido’s Team Talks Makeup.

The new color cosmetics collection made its debut at a launch party in a pop-up Japanese art gallery and gave social media influencers a way to ‘fully experience’ the makeup textures, through the decor.

See the slideshow: Shiseido Creates a J-Beauty Interactive Exhibit To Launch Makeup Line

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