Shiseido's Newborn Brand: SIDEKICK for Gen Z Men's Skincare

Japanese cosmetics group Shiseido announced the launch of SIDEKICK, a new luxury compound skincare brand specially designed for Asian Gen Z men. SIDEKICK focuses on compound skin care, which can improve the skin's barrier function. On July 1, SIDEKICK will officially land on China's mainstream e-commerce platform, which will also be another important move by Shiseido China in the field of "winning for skin beauty".

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On June 1, BST, Shiseido, a Japanese cosmetics group, announced the launch of SIDEKICK, a new luxury compound skincare brand specially designed for Asian Gen Z men. SIDEKICK has made its debut in Shiseido Beauty Square, an experience collection store in Tokyo, and will officially land on China's mainstream e-commerce platform on July 1.

SIDEKICK focuses on complex skin care. By combining natural ingredients and cutting-edge skincare technology, it can improve the skin troubles unique to young Asian Z-generation men in a short period, such as oily skin, large pores, rough skin, dull skin, red skin, etc.; After continuous use, the skin's barrier function can be improved, and the complex skin care effect of "instant calibration" and "long-term stability" can be achieved. The brand will first launch 8 products in 4 categories, including facial cleansers, toners, etc.

SIDEKICK will focus on the huge potential Chinese men's skincare market to deeply explore the needs for men's exquisite skin care, and further expand the segmented needs and application scenarios of men.

The new brand SIDEKICK launched this time is an important addition to Shiseido Group in the field of men's skin care. Shiseido Group will focus on the new business structure centered on the field of skincare, and continuously expand more skincare brands centered on skin beauty, while striving to become the world's largest skincare company by 2030.

In February of this year, Shiseido Group transferred its Shiseido professional hairdressing business to Schwarzkopf's parent company, Henkel Group, Germany, including authorizing Henkel to use the SHISEIDO PROFESSIONAL trademark and transferring 5 hairdressing brands.

In addition, Shiseido has also packaged and sold 10 affordable personal care brands including SENKA, TSUBAKI, UNO, and transferred 3 high-end color cosmetic brands including bareMinerals, BUXOM, and Laura Mercier, as well as PURE&MILD, a professional botanical skincare brand designed for Chinese women.

It is not difficult to find that Shiseido is bound to focus more on high-end beauty after selling makeup, hairdressing, and general skin care. These series of adjustments are closely related to the "WIN 2023 and Beyond" medium and long-term business strategy launched by Shiseido Group. Shiseido stated that it will vigorously build the foundation of a "skin beauty company" in the three years from 2021 to 2023, and has proposed the goal of becoming the "Global No. 1 in the field of skin beauty" by 2030, and will be committed to becoming a "high value-added skin beauty company" centered on high-end products.

In 2021, Shiseido's sales in China reached $2.382 billion, a year-on-year increase of 16.5%. At the same time, the proportion of China in the overall performance of Shiseido Group has also increased from 19.1% in 2019 to 25.6% in 2020. In 2021, this proportion further increased to 26.6%, and China is still the largest overseas Shiseido Group, and the proportion of sales in China and Shiseido Group in Japan has been almost the same.

On July 1st, the astonishing landing of the SIDEKICK brand in China will be another important move by Shiseido China in the field of "winning for skin beauty". In the future, Shiseido China will continue to take the four strategies as the core, give full play to the advantages of the second global headquarters, and continuously introduce new products, new brands and new technologies, and continue to lead the steady growth of the group.