Shiseido’s new foundation ‘cancels out skin’s colour noise’


Shiseido Sheer and Perfect Foundation leads a host of new products for autumn/winter 2013

Shiseido is launching a host of products for autumn/winter 2013, the standout one being its new Shiseido Sheer and Perfect Foundation (£29). The sheer, liquid base is claimed to “cancel skin’s colour noise” by diminishing red acne scarring, under eye circles and black pore shadows for a smooth, glowing, even skin tone. It contains Reflect & Fit Powder, developed exclusively by Shiseido, which contains spherical particles attached to flat pearl sheets. When exposed to light, the radiance from the pearl sheets is scattered through these particles to create a veil of light. According to Shiseido, particles of external light penetrate through these sheets to create a specific colouration to the light, which balances skin: green light is emitted to cancel out ‘red colour noise’, blue to cancel brown and white to cancel black.

Meanwhile, Hydro-Produce Complex and Aqua Gel Base quench dry skin, while Super Hydro-Wrap Vitalizing DE prevents moisture from evaporating by creating a moisture shield over the skin’s surface.

The brand has further supplemented its facial make-up roster with two new shades of its oil-resistant Natural Finish Cream Concealer (£23) in 2B Light Medium Beige and 3B Medium Beige.

Other additions to Shiseido’s colour line-up for autumn/winter 2013 include ten new shades of Perfect Rouge lipstick (£22) with hyaluronic acid and Volumizing Oil, created with make-up artist Dick Page and ranging from Dreamscape, a warm brick red to Blush, a natural pink; six new shades of Lacquer Rouge lip gloss (£23.50); an Eyebrow Styling Compact (£25) in three shades; and three Luminizing Satin Eye Colour Trios (£35) in Lido (which channels a Venetian beach at sunset), Into The Woods (inspired by a burned tree trunk) and Nude (inspired by a marble statue).

For skin care, Shiseido will unveil Bio-Performance super Corrective Eye Cream, a £56 product inspired by Swiss hyaluronic acid injections and said to impart noticeable plumping results in just one day, and a distinct improvement after three weeks.

Finally, Shiseido is set to launch a limited edition flanker for its Zen fragrance: Zen Gold Elixir (£59). Created by Michael Almairac, the new fragrance is a more intense take on the original scent, which opens with floral scents of noble jasmine sambac and magnolia, and dries down to reveal vanilla, patchouli and amber.

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The foundation and eye cream will launch in September, while the other new additions will be available the following month.