Shiseido Playlist launches online only

The new Shiseido Playlist make-up and skincare brand has been launched for exclusive online sale, with the exception of the cosmetic brand’s Tokyo Ginza store.

Playlist is available via Watashi+, the group’s own website and other e-stores.

Distinctive for its minimalist design, Playlist targets women between 25 and 39 years, the demographic that favours online shopping. Developed by Shiseido’s professional makeup and hair care teams, the range focusses on compact lipsticks, foundations and eye makeup. The brand debuts with 31 looks, with others expected to be launched in November.

Playlist also features an online personal advice service, and the brand ambassador will be Belgian-Japanese model Yumi Lambert.

Playlist has initially been launched in Japan, coinciding with Shiseido replacing Maybelline as make-up partner to Amazon Tokyo Fashion Week.