Shiseido has unveiled its entirely reimagined makeup collection at a glitzy media event in its Tokyo home.
The new range goes on sale internationally on August 15, but this week, friends, fans and faces of the brand gathered for an evening which celebrated the famous brand’s connection with beauty, arts and culture – and involved a lot of makeup testing and demonstrations.
Shiseido describes its new range as “equal parts modern, minimalistic, visionary, expressive, luxurious, and creative”.
Sorted into four texture categories – gels, inks, powders and dews it includes 21 products in 125 shades that seamlessly combine state-of-the-art technology, craftsmanship and locally sourced ingredients.
“We are taking an innovative approach to makeup that no other brand has ever done before,” says Jill Scalamandre, president, BareMinerals, Buxom and global development at Shiseido Makeup.
The launch was held at Tolot, a contemporary art gallery in the suburb of Shinonome. Among the guests were Patrick Ta, Shiseido’s newly appointed global colour artist, the brand’s Asia-Pacific ambassador Pony, actress, dancer and Shiseido Makeup campaign artist Sonoya Mizuno, actress Rowan Blanchard, celebrity hairstylist Jen Atkin, photographer Petra Collins, model and designer Emi Suzuki, model Yuka Mannami, and Thai beauty blogger PearyPie.
The overall creative direction and design of the exhibition space was led by Shiseido art director Keisuke Hori, in collaboration with artist and technical director Takahiro Matsuo, the founder of Lucent, a group of specialists who create interactive experiences that express concepts through technology.
Yoshiaki Okabe, corporate officer at Shiseido brand and global prestige brands, led Sonoya Mizuno and Patrick Ta through the space explaining the importance of the new makeup collection and its imperative link to skincare.
“The entire product line is exceptional in its formulations and the textures are especially remarkable. They really offer a sensorial makeup experience from a Japanese perspective,” said Okabe.
Guests enjoyed small bites by Mokomeshi, a Tokyo based catering company, who created each dish inspired by one of the four texture categories. Other activities included make-up touch-ups by Shiseido makeup artists and a VIP portrait studio by director and photographer, Mike Rosenthal.
“When people think of Japanese beauty, they think of Shiseido. It makes sense that this makeup launch should be celebrated in Tokyo first. Personally, seeing how this all came together makes me very proud,” said Okabe.
- Photography: Unless otherwise credited, by Tomohiro Ohsumi, via Getty Images.