‘Capturing consumer changes’: Three new launches to expect from Shiseido in the H2 of 2022

Consumer behaviour is always shifting and evolving; however, recent global developments have accelerated consumption behaviours drastically.

For instance, because of the COVID-19 pandemic, Japanese consumers are still keen on wearing masks. Shiseido Japan CEO Norio Tadakawa believes this intent will continue to “stay very high”​ for the foreseeable future.

While the adoption of protective face masks has hindered certain categories like lip make-up in the past 18 months, the firm believes the persistence of mask-wearing presents new opportunities for beauty.

“We consider it to be a market opportunity in which we can maximise through proposing the optimal skin care and make-up and products,” ​said Tadakawa.

He elaborated that Japanese consumers are becoming more conscious of the areas of the face that are not covered by the mask, including the eyes and brows.

Tadakawa emphasised the importance of responding swiftly to capture changes in consumer behaviour. “We have reacted very quickly and will have many products and action plans that will be executed from the second-half.”​

Starting in August, the company is set to launch three new innovations to keep up with the new consumer developments.

First, it will debut the new Prior Wrinkle Gel that was developed for consumers aged 50 and above. The product utilises the firm’s Corset technology to improve the appearance of wrinkles. At the same time, it suppresses melanin production to prevent the development of spots.

Tadakawa highlighted that the firm has identified new opportunities in senior sector

While people above the age of 65 tend to consume fewer cosmetic products in the past, Shiseido is is expecting this to change in Japan.

“As we are seeing more active seniors, we know that the senior demands will increase. So, we will enhance our proposals to the senior market, including further R&D efforts,”​ said Tadakawa.

According to the Statistics Bureau of Japan, one in every four persons in Japan is aged 65 and above. In 2020, this population was 36.19 million and accounted for 28.8% of the total population.

In September, the company will be launching new ageing care products under the Elixir range.

“We will be introducing – with much confidence – a collagen-related product that collectively captures the best technology that Shiseido can provide,” ​said Tadakawa.

The launch will coincide with the brand renewal of Elixir, which according to the firm it is currently planning in collaboration with its various business partners to ensure it makes a splash in the market.

“We will have special counters with our business partners nationwide and the biggest media deployment in the recent years. Please do look forward to this amazing product and brand renewal,”​ said Tadakawa.

Lastly, in October SHISEIDO will debut the new Skin Filler products under the Bio Performance series. The hyaluronic acid serums are based on Shiseido’s R&D efforts to reduce the size of hyaluronic acid and return it to its original size after it penetrates the skin.

Tadakawa explained that this technology would help the skin to regain its suppleness and firmness overnight. “This will especially target consumers that are concerned about their laugh lines under their masks.”​