Shiseido Travel Retail is tapping into Millennials’ preference for natural beauty with its make-up brands bareMinerals and Laura Mercier, which focus on creating healthy skin and a ‘flawless’ complexion.
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “Millennials are an integral part of our customer base, and when it comes to beauty, the key word for them is ‘natural’ – they seek all-natural products and tend to favour a subtle ‘no make-up’ look that allows their personality to shine through, accentuated by clear, glowing skin.
“bareMinerals is the leading brand in the foundation segment in the US market thanks to its innovative products that are powered by nourishing, skin-loving minerals. Its ‘clean beauty’ approach resonates strongly with Millennials, and the recent launch of the bareMinerals MADE-2-FIT mobile app, which uses MATCHco technology to personalise foundation, further strengthens its appeal to these digitally-savvy consumers. This dovetails with our drive for digital excellence to better connect with our audience, especially the younger demographic.”
“The natural beauty trend also aligns completely with Laura Mercier’s ‘Flawless Face’ concept, which combines the brand’s iconic make-up products, French aesthetic and artistry techniques to create a picture-perfect complexion,” Jouguelet added. “Laura Mercier’s eponymous founder is a world-renowned make-up artist whose philosophy, ‘What makes you unique, makes you beautiful’, has made the brand a particular hit with Millennials, even though its products are designed for women of all ages and skin types.”
Jouguelet continued: “With bareMinerals and Laura Mercier, we are well-placed to become an essential part of the Millennial make-up arsenal, and we look forward to presenting the brands’ latest products at the TFWA World Exhibition in Cannes (Riviera Village RJ5).”
The BarePro Performance Wear Liquid Foundation Broad Spectrum SPF 20 is a liquid mineral foundation which is claimed to improve the appearance of skin texture over time. The product is said to provide 24-hour breathable full coverage, powered by the Mineral Lock long-wear technology that mimics the natural lipids in skin. The foundation features papaya enzymes and bamboo stem extract and is oil-, paraben- and fragrance-free.
bareMinerals will also introduce the Luxe Performance Brush for use with the new BarePro liquid foundation. The brush is designed specifically to mimic the shape of a fingertip to make blending around difficult spots easier.
The bareMinerals BarePro Performance Wear Liquid Foundation Broad Spectrum SPF 20, available in ten shades for travel retail, will launch in travel retail Europe, Middle East & Africa (EMEA) in September. A selection of shades will launch in travel retail Americas in October.
The Luxe Performance Brush is also available in both regions and will launch together with the liquid foundation.
New Gen Nude Powder Blush, which is said to mimic the natural flush of skin, has an “ultra-creamy” formula that is buildable and long-wearing. It also features the Blurring Mineral Complex which blends natural, light-reflecting properties for a brightening, soft-focus blurring effect.
Gen Nude Powder Blush (6g) will be available in travel retail EMEA from January 2018 in five shades: Call My Blush, On The Mauve, You Had Me At Merlot, Pink Me Up, and That Peach Tho. It will launch in travel retail Americas from March 2018 in six shades: Call My Blush, On The Mauve, You Had Me At Merlot, Pretty In Pink, Pink Me Up, and That Peach Tho.
The new Gen Nude Patent Lip Lacquer combines full-coverage colour and patent leather-like shine to create a 3D effect for fuller lips. The product is infused with hydrating ingredients and comes with a dual-sided applicator designed to deposit the maximum amount of pigment onto lips.
Gen Nude Patent Lip Lacquer (3.7ml) will launch in travel retail EMEA in January 2018 in the following shades: Beautimus, Major, 2legit, Everything, Pout, Can’t Even, Dahling, Squad, Hype, Yaaas, Irl, and Perf.
Laura Mercier will be exhibited for the first time in TFWA Cannes since its acquisition by Shiseido Travel Retail. As part of the reintroduction of the brand to its partners, Shiseido Travel Retail will be showcasing Laura Mercier’s best-sellers.
The Caviar Stick Eye Color, one of the brand’s top-selling eyeshadow products, now comes in seven matte shades: Tuxedo, Fog, Vanilla Kiss, Cobblestone, Blossom, Au Naturel, and Caramel.
The long-wearing colours can be smudged, blended, lined, filled or defined to create a smoky eye. The creamy formula sets smoothly after about a minute and is water-, transfer- and crease-resistant, said the brand. The 12 shimmers and seven matte shades of Caviar Stick Eye Color are available now in travel retail Asia Pacific.
The Foundation Primer range prepares the skin for colour by creating a smooth, even surface for applying foundation, according to the brand. All five primers are available in travel retail Asia Pacific: Foundation Primer, Blemish-Less, Hydrating, Oil-Free and Protect Broad Spectrum SPF 30PA++.
Laura Mercier’s Tinted Moisturizer range includes: Tinted Moisturizer SPF 20 UVB/UVA, Tinted Moisturizer Oil Free SPF 20 and Tinted Moisturizer Illuminating SPF 20.
Loose Setting Powder is said to set the make-up underneath and prepare the face for coloured powder cosmetics such as blush or bronzer.
Jouguelet commented: “Laura Mercier’s cult status and presence in the domestic markets give us great confidence to grow the brand in travel retail, where we see immense potential for its quality range of high-performance make-up products.
“We are looking forward to establishing Laura Mercier in the channel, starting with our trusted and long- term retail partner, King Power. The expansion of the brand will kick off with its first travel retail counter in Southeast Asia, since its acquisition by Shiseido Travel Retail, in Bangkok’s King Power Downtown Rangnam Complex on 1 October 2017.
“To celebrate the opening, there will be a series of animations taking place. Make-up specialist Roland Choong will be on hand to offer complimentary make-over services to customers, who will get the opportunity to experience some of Laura Mercier’s best-sellers such as the Secret Concealer, Matte Radiance Baked Powder and Velour Lovers Lip Color. We are thrilled about this highly-anticipated debut in travel retail and anticipate many more exciting openings to come.”
