Shiseido sees huge potential for its newly developed skin care-make-up hybrid products

27-Mar-2019 - Last updated on 27-Mar-2019 at 01:38 GMT

Japanese beauty giant Shiseido is hoping to convert non-foundation users with its ‘medicated’ hybrid foundations, and create a whole new market in the process. ©Shiseido

Japanese beauty giant Shiseido is hoping to convert non-foundation users with its ‘medicated’ hybrid foundations, and create a whole new market in the process.

The Medicated Care-Hybrid Foundation is a new product meant to provide ‘medicated’ skin care effects to the skin while acting as a foundation.

“We would like to create a new market, by adding new value to our products. This is part of our commitment to enabling unique ‘beauty’ for each consumer by pursuing continuous innovation,” a Shiseido spokesperson told CosmeticsDesign-Asia.

A new type of foundation

“Foundation products so far have mainly focused on improving coverage and user experience. Medicated Care-Hybrid Foundation is meant to provide medicated skin care effects for the skin's complexion as well as a beautiful finish," said the rep.

The company released this new type of product under HAKU and d program, two of its existing brands available in Japan and Asia.

“[The brands] meet the specific needs of whitening and sensitive skin care and were chosen as we would like our foundation to also provide these benefits,” said the rep.

The d program foundation provides benefits for rough skin while HAKU’s focuses on brightening. The company plans to incorporate the product with other brands in its portfolio in the future.

Aside from good coverage and finish, the company claimed that the medicated skin care hybrid foundation is an effective solution for skin concerns such as stains, freckles, rough skin or pimples.

“Shiseido insists on developing products that have good skin care effects and good coverage at the same time,” said the spokesperson.

It highlighted that its products meet high safety standards and has been approved by the Ministry of Health, Labour and Welfare in Japan.

“In Japan, medicated products can only be composed with ingredients approved by Japan’s Ministry of Health, Labour and Welfare, and requires a high level of technology.”

Massive market potential

Shiseido believes there is huge potential in the market for such skin care-make-up hybrid products.

Through its research, the company found that Japanese women wear foundation for an average of 3,500 hours annually.

However, 60% of consumers do not use or use little foundation because they believe it is not good for their skin.

“In Japan alone, there is an opportunity for us to reach out to the 60% of women who do not currently use foundation or negatively perceive its effects on the skin,” said the rep.

“Shiseido wishes to reverse that negative perception of foundation and turn the 3,500 hours of foundation usage into a pleasant experience for every woman.”

To spread awareness of its Medicated Care-Hybrid Foundation, Shiseido has launched a campaign, with local television personality Matsuko Deluxe

While the company hopes it can bring the medicated skin care hybrid foundation to other markets, it will be a Japan exclusive product until it can overcome regulations challenges in other markets.

“The products will be exclusive to Japan for now, due to differing regulations and market conditions. But we hope to expand to other markets in future.”