February 12, 2021

Shiseido relaunches male grooming range; adds male make-up

THE WHAT? Shiseido has announced the relaunch of its Shiseido Men’s range, which will feature male beauty products.

THE DETAILS Set to launch in March, the Japanese skincare giant is focusing on three areas of specific skin concerns for men; inferior defensive power, lower antioxidant capacity and lesser ability to recover from damage.

The company will also launch its best-selling skincare product, Ultimune Powerizing Concentrate for men named, Shiseido Men Ultimune Power Infusing Concentrate.

Make-up products joining the range include the Targeted Pencil Concealer and Eyebrow Fixer Duo.

THE WHY? With male make-up growing in popularity across the globe, Shiseido is drawing on the wellness aspect of beauty for men, stating, “Through the brand concept of #ALIVEwithBeauty, Shiseido believes that Shiseido Men’s products, particularly in this stressful time, bring out the beauty of men around the world.”

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