Shiseido JV Effectim debuts anti-aging line

THE WHAT? The joint venture established between Shiseido and Ya-Man, Effectim, is set to launch a new aging care brand in Japan and China this spring.

THE DETAILS The brand is described as a ‘life partner for supple skin’ and is said to use cutting-edge technologies of skin analysis, cosmetics and beauty devices to deliver more personalized efficacy.

Customers visiting the brand in store will be offered 3D skin analysis conducted via a dedicated pod, followed by counselling from a trained advisor. The range comprises a 3D Beauty Lifting Activator device, serum, eye activator and eye cream.

THE WHY? As part of Shiseido’s wider mission to combine its expertise with business partners in order to establish innovative business models, the JV was formed in August last year and the fruits are designed to appeal to Chinese consumers.

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