The Shiseido Ibuki skin care products line is set to be launched in September and targets Millennials or Generation Y consumers, women between the ages of 25 and 34. The new line, consisting of seven products and a starter kit is aimed to help customers tackle some of the most common skin problems they are faced with like oiliness, visible pores or rough skin.
Heidi Manheimer, chief executive officer of Shiseido Cosmetics America explained the intent behind the new products to WWD.com: “By 2017, Millennials will outspend Baby Boomers in this category. The introduction of Ibuki is a huge opportunity for us, as it presents a chance to introduce a comprehensive skin-care regimen to Millennials during a critical time of their exploration and adaptation of beauty products. This line is designed as a jumping-off point for serious skin care. This is the time to capture their attention, and then they can transition to our other lines when that is needed.”
How does the new line address the common skin problems that women face? According to Tomoko Yamagishi-Dressler, senior vice president of marketing, the new products have a complex formula which features ingredients like: trimethylglycine, which protects the skin from harsh elements, the label's PhytoResist Complex which apparently inhibits cell shrinkage in addition to moisturizing the skin and yuzu seed extract which helps maintain cell production at optimum levels.
The Shiseido Ibuki features the following products: Gentle Cleanser, $30 for 125 ml, Purifying Cleanser, $30 for 125 ml., Softening Concentrate, $24 for 75 ml., Refining Moisturizer, $45 for 75 ml, Refining Moisturizer Enriched, $45 for 50 ml, Protective Moisturizer, $45 for 75 ml., Eye Correcting Cream, $40 for 15 ml. and a Starter Kit, $25, which includes two-week supplies of the Gentle Cleanser, Softening Concentrate and Refining Moisturizer. Look for the new product range starting with early September at shiseido.com.