Creating a new market through the integration of foundation and medicated skincare

Shiseido Company, Limited (“Shiseido”) will promote the new beauty practice of “skin conditioning for women who wear foundation for 3,500 hours a year*1” through “Medicated Care-Hybrid Foundation*2” across multiple brands, starting on Thursday, March 21, 2019.

Background

Our survey found that women wear foundation for as many as 3,500 hours every year. However, about 60% of respondents hold a negative impression that foundation is not good for the skin, with some not using it or suspending its use.*3
Shiseido aims to turn this negative impression into a positive one and make those 3,500 hours a richer time for all consumers, including those who wear foundation regularly and those who do not.
To that end, we created “Medicated Care-Hybrid Foundation.” With the motto of “improving one’s skin complexion with 3,500 hours of foundation time,” we will provide a new option for foundation to consumers and create a new market.
*1 Shiseido Survey: 20,000 female respondents nationwide, aged 15-69;　Average time wearing foundation: at least 5 days a week, 8 hours a day.
*2 A quasi-drug foundation with a combination of foundation and medicated skincare.
*3 Shiseido Survey: 4,123 female respondents nationwide, aged 15-69; Internet Survey, July 2018.

Overview of Shiseido “Medicated Care-Hybrid Foundation”

Shiseido “Medicated Care-Hybrid Foundation” is a foundation that provides medicated skincare effects for a more beautiful complexion and a beautiful finish. We will launch a lineup of diverse combinations (desired skincare effects and finishes) through our various brands.

We will begin with d program (care for rough skin with a smooth finish) and HAKU (medicated brightening care with coverage for a bright finish).

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