Shiseido Makeup Brand INOUI to Return in September

It is reported that INOUI is a new brand for specialty cosmetic stores under Shiseido's previously proposed "strategy to further strengthen specialty cosmetic stores".

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Today (July 10), Shiseido announced on its website that it will launch INOUI, a cosmetics specialty store brand, on September 21, 2023, to provide a beauty experience that is in line with the social context and trends of the times.

It is reported that INOUI is not a new brand created by Shiseido, which was founded in 1976 and was once an iconic cosmetics brand of Shiseido Group.

(Credit: INOUI previous product image)

Shiseido said that as a "reborn" brand, INOUI proposes a future of beauty, redefining the consumer's innate attractiveness and expressing individuality on the face with the core concept of "beauty of self".

(Credit: INOUI new products)

INOUI will launch 31 products, including foundation, eyebrow pencil, and concealer, priced at 600-8,000 yen (excluding tax), or approximately $4.2-$56.

In addition, the brand has launched INOUI ID analysis, which combines "3D analysis of facial structure and bones x Shiseido's original facial analysis x personal color analysis" to recommend products based on understanding customers' characteristics and needs.

(Credit: Shiseido website)

It is worth noting that in February of this year, Shiseido's official website released an announcement to celebrate the 100th anniversary of the establishment of its chain store system, announcing that it would further strengthen its strategy of specialty cosmetics stores. INOUI is a new brand of specialty cosmetics stores launched under this strategy.