Shiseido launches new Waso millennial skincare range

By Charlotte Turner |

Shiseido-Waso-leadJapanese beauty giant Shiseido is launching a range of skincare products into travel retail called ‘Waso’, which has been designed specifically for millennial customers.


Waso will launch in travel retail across the Americas, Europe and the Middle East & Africa (EMEA) in September, and Asia Pacific in October.


Shiseido tells TRBusiness that Waso actually means ‘skincare that is inspired by Japanese aesthetics’, following the ‘Washoku’ philosophy, which ensures that the range has been created ‘with respect for nature whilst harnessing the power of botanical ingredients’.


“Blended with plants to balance the body and mind, Waso is more than just a skincare line for millennials,” says Shiseido. “The new product line and the campaign, champions beauty-from-the-inside-out.”



To celebrate ‘the new approach to beauty’ Waso features five ‘unique’ models who are the brand’s ambassadors. “Their unique personalities and positions bring Waso’s counter-culture to life and change the perception of what’s pretty,” says Shiseido.


Shot by Viviane Sassen, the Waso campaign places the new faces in the Japanese wilderness, whilst Julian Klincewicz has created the campaign’s video content; a component of Shiseido’s marketing materials which has become of increasing importance for those products aimed at a younger audience, group wide.



To celebrate ‘the new approach to beauty’ Waso features five ‘unique’ models who are the brand’s ambassadors.


“At 21 years of age, Klincewicz represents millennials, the driving force and lifeblood of all that Waso embodies,” adds Shiseido.


Dvein, a collaborative collective that ‘pushes the limits of live action and CGI storytelling, helmed by creative directors Teo Guillem and Carlos Pardo’, are the masterminds behind Waso’s Global Launch film (below).



The film is described as a ‘celebration of the key ingredients in each of the Waso products’.



When it comes to the products itself, Shiseido says they incorporate ‘safe ingredients based on Shiseido’s own unique standards to provide pure and natural formulas’.


The new product packaging has also been designed with millennials in mind. For example, the handles which feature on some of the products allow for application on the go as users don’t even have to put the lids down, but simply loop them on to their fingers.

Shiseido guarantees that tests under the supervision of dermatologists were conducted, so only safety-guaranteed formulas have been used in Waso’s products.


Shiseido also says it has designed a unique method for formulating whole botanical cells into the Waso range, to deliver ‘a total skincare solution’, which is called ‘Whole Cell Release System W’ (for moisturisers).



Designed to treat the needs of millennial skin, the product range resolves skincare concerns like dryness, oiliness, blemishes and visible pores.


Key Japanese ingredients include: Ninjin (carrot); Biwa no ha (loquat leaf); Tofu; Shiro-Kikurage (white jelly mushroom) and Hachimitsu (honey).


The product range comprises the following products: ‘Your Skin Diet’ (travel retail exclusive pack), comprising Quick Gentle Cleanser, Fresh Jelly Lotion and Clear Mega-Hydrating Cream; sold on its own – Clear Mega-Hydrating Cream; Quick Matte Moisturizer Oil-free; Color-smart Day Moisturizer; Color-smart Day Moisturizer oil-free; Soft + Cushy Polisher; Fresh Jelly Lotion.


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