Shiseido to Unveil Brand Refresh With Essential Energy Collection

Shiseido’s long-awaited — and much-needed — brand refresh will kick off early next year with the introduction of Essential Energy, a new skin-care range.
The Japanese-based company is banking on a confluence of neuroscience-based, proprietary ReNeura Technology and fresh marketing to regain a once dominant position in the skin-care category. Shiseido’s brand positioning has dwindled in the last several years amid advancements from existing players and an onslaught of hot young labels that leading beauty firms are clamoring to acquire.
But Shiseido aims to take all of that on with Essential Energy.
Science is at the forefront of the franchise, which will begin a global rollout in January. The line is composed of three products, to start, all variations of a hero ReNeura-charged moisturizer that retail for $48 each. These include an Essential Energy Moisturizing Gel Cream, an Essential Energy Day Cream Broad Spectrum SPF 20 and an Essential Oil Moisturizing Cream.
It’s Shiseido’s biggest skin-care launch since 2014, which saw the introduction of the Ultimune collection, currently the best-selling skin-care franchise globally (Ultimune Power Infusing Concentrate is the single best-selling skin-care product brand-wide). Thirty percent of Shiseido’s overall marketing budget for the year will be dedicated to getting the word out about Essential

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