Shiseido debuts newcomers and showcases pillar brands at Hainan Expo

By Charlotte Turner |

Shiseido showcased 150 years of ‘beauty innovation’ at the 2022 China International Consumer Products Expo (CICPE), which took place from 25-30 July in the duty free paradise of Hainan.


Located in Hall 5 of the Fashion Lifestyle exhibition area, the Shiseido booth presented new products and technology alongside its hero products from 19 pillar brands across the company’s portfolio, including brand Shiseido, Clé de Peau Beauté, IPSA, Drunk Elephant, and Nars.


Among the new brands being introduced at the CICPE is Serge Lutens, which debuts with the launch of the Collection Noire and Gratte-Ciel perfume series.


The prestige fragrance and makeup brand was founded by perfume master Serge Lutens, an icon in photography and fashion who joined Shiseido in 1980 as Artistic Director before creating his eponymous brand in 2000.


Another new launch for Shiseido Group is Sidekick, a new premium hybrid skincare brand from Japan designed specifically for young Asian men.


Not only does the brand address the specific skin problems of Generation Z men in Asia such as oily and dry skin, it also supports them in ‘pursuing one’s unique individuality and a new, inspirational image of luxury’, says the beauty group.




Featuring a line-up of eight products, “Sidekick focuses on addressing the diverse needs of the young generation of consumers when it comes to efficient skincare, self-expression, and personality,” it added.


Finally, Shiseido launched a new ingestible beauty brand, INRYU, which promises to improve the overall health of the skin from the inside that supports people in realizing unique beauty and wellness throughout their lives.


Ni Qiang, Vice Governor of Hainan Province officiated the opening ceremony together with Shiseido senior executives.

Ni Qiang, Vice Governor of Hainan Province (centre) officiated the opening ceremony of the booth together with Shiseido senior executives.



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