Shiseido Playlist launches online only
In this article (5)
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.
Questions & Answers
Q.Which specific demographic is Shiseido Playlist aiming to attract with its new product line?
Which specific demographic is Shiseido Playlist aiming to attract with its new product line?
The brand is targeting women aged 25 to 39 years. This demographic is specifically chosen because they are known to favour online shopping, aligning with the brand's exclusive online launch strategy.
Q.What is the primary retail channel for Shiseido Playlist products upon launch?
What is the primary retail channel for Shiseido Playlist products upon launch?
Shiseido Playlist products are primarily available for exclusive online sale. They can be purchased through Watashi+, the group’s own website, and other e-stores, with only one physical exception.
Q.Who developed the new Shiseido Playlist range and what types of products does it include?
Who developed the new Shiseido Playlist range and what types of products does it include?
Shiseido's professional makeup and hair care teams developed the range. It focuses on compact lipsticks, foundations, and eye makeup, aiming for a minimalist design.
Q.What is the role of Yumi Lambert in the launch of Shiseido Playlist?
What is the role of Yumi Lambert in the launch of Shiseido Playlist?
Yumi Lambert, a Belgian-Japanese model, serves as the brand ambassador for Shiseido Playlist. Her role is to represent the brand as it debuts with 31 initial looks.
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