Shiseido's black technology and new brand making its debut at Hainan Expo
- Chaileedo Press
- Jul 27, 2022
- 2 min read
Abstract: Shiseido participated in the new product release conference of 2022 Hainan Expo. During the release conference, Shiseido lauched a promotion for its ultraviolet conversion technology as well as its male’s skincare brand SIDEKICK and new fragrance brand Serge Lutens, which made debut in Japan in 2022 and in mainland China respectively.
Shiseido participated in the 2nd China International Consumer Products Expo Hainan Expo of this year. According to CHAILEEDO, this is the second time for Shiseido to attend the exhibition. Last year, a total number of thirteen brands within Shiseido participated in the exhibition, among which two major brands, THE GINZA and BAUM, launched in China. For this year, Shiseido’s nineteen major brands and star products have been brought to the exhibition with three highlights.
First highlight is ultraviolet conversion technology, also known as sun protection technology. The ultraviolet conversion technology launched by Shiseido Group is able to convert harmful ultraviolet radiation to skin care light, which is beneficial to our skin. Shiseido claimed that 86% of the subjects enjoyed a more glowing skin after four consecutive weeks’ usage of the skin care products adopting this technology.
Second, the new luxury compound skin care brand SIDEKICK built specially for young Asian male group, made overseas offline debut in Japan. The head of Shiseido's China Men's Products Business Department released the overseas offline debut of the brand's eight new products at the Expo. He said that SIDEKICK has officially landed on China's mainstream e-commerce platform, and would focus on the promising male’s skincare market of China in the future. As a high-quality compound male’s skin care brand originating from Japan, SIDEKICK will better meet the diverse needs of younger generation.
Third, Shiseido's new fragrance brand Serge Lutens made its offline debut in mainland China. Two major series of the brand, Collection Noire and Gratte-Ciel made an exhibition. Serge Lutens launched Tmall overseas flagship store last year. The sales of makeup and new fragrance series debuted at the Expo achieved an explosive growth in 618 Shopping Festival of this year. Serge Lutens hopes to gain some popolarity among Chinese customers through Hainan Expo, which served as an important communication platform.
It should be noted that Shiseido has not only brought new brands and technoligies, but also promoted exceptional social contribution and life improvement makeup compaigns. The makeup brand for concealer pruducts called PF-COVER, which is developed to deal with different skin problems through optical technology, is also launched at the same time. Shiseido’s life improvement makeup campaign has started since May of this year. Some specialised stores selling color cosmetics across the country have also set up areas for trial use of PF-COVER products, which better providing consumers with professional experiences and services of the brand.
As the largest overseas market of Shiseido Group, China is the second global center of Shiseido, and will make the best of its advantage to continuously introduce new products, new brands and new technologies, and as a result, to promote the steady growth of the Group. Thanks to Hainan Expo and Hainan’s exceptional openness, Shiseido enables its consumers not only to enjoy offshore duty-free policies, but also to experience the innovative, diverse and cutting-edge beauty of Shiseido.
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