Shiseido targets ultra-affluent with luxury skin care


Amanda Seyfried fronts new ad campaign

Japanese brand Shiseido is to relaunch its luxury skin care brand Clé de Peau Beauté in a bid to strengthen its competitiveness in the global high prestige market. In January 2011, 21 new products will be launched consecutively throughout the US, Canada and eight countries in Asia. The products, which will be marketed without the Shiseido brand name in order to enhance it’s luxury image, will be priced from ¥840 (£6.50) for 120 sheets of cotton to ¥52,500 (£406) for face cream.

The Clé de Peau Beauté brand was originally created by Shiseido in 1982 and revamped in 1996. The current range of products is available in 11 countries worldwide and enjoys a loyal consumer base in North America and China, where an ultra-affluent customer segment is emerging. The new range of products will be targeted towards wealthy females in their 30s and January’s relaunch will be fronted by American actress Amanda Seyfried, who Shiseido considers popular with this market segment.

The product range is formulated using ‘Illuminating Cells’ and will focus on improving the structure of corneocytes in the skin’s surface layer. By improving the structure of corneocytes, the Clé de Peau Beauté range claims to improve the radiance of skin, which is also aided by the inclusion of natural silk and pearl ingredients in each product.