Shiseido moves in on younger market

Published: 24-Jun-2013
Skin Care

The Japanese beauty brand is releasing Ibuki in September – a new skin line designed to target a younger demographic

Japanese beauty brand Shiseido has launched a new skin line designed to target a younger demographic. The new Ibuki collection includes seven products and targets consumers aged between 25-35 looking to maintain the health of their skin. The line is said to be aimed at keeping young skin in optimal condition by helping it to withstand internal and environmental stress thanks its use of PhytoResist and the brand’s new Shape Memorising Cell Technology.

Products in the new line combine a host of botanical extracts that help to promote a healthy cell turnover cycle so that the skin “maintains its healthiest state at all times”. The products also feature a subtle woody/floral fragrance that has been tested on the target market.

The line includes a Gentle Cleanser (€37.50 /125ml); Purifying Cleanser (€37.50/125ml); Softening Concentrate (€29/75ml); Protective Moisturiser SPF 15 (€56/75 ml); Refining Moisturiser (€56/75ml); Refining Moisturiser Enriched (€56/50ml); and an Eye Correcting Cream (€49.50/15ml).

Ibuki launches in September into selective distribution.

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