Shiseido |
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Shiseido current products include Pureness, The Skincare, Benefiance, Bio-Performance, Suncare, and the newest line, White Lucent. Each of these lines of skincare products include make-up removers, cleansers, softeners (toner-like liquids) and moisturizers
Pureness is targeted toward younger consumers, often with oilier skin types. The Skincare is for all skin types, but targets women in their 30s, and is therefore more hydrating than the Pureness line.
Benefiance was introduced in 1996 and is formulated for mature and dry skin types, another step up from The Skincare. Bio-Performance, its eye cream is one of the most popular products in this line and is greatly effective in preventing fine lines and dark circles around the eyes. The Bio-Performance Advanced Super Revitalizer and Advanced Super Restoring Cream are two of Shiseido's most popular anti-aging creams. Suncare products include sun protection, self-tanners, and makeup. White Lucent is used to lighten the appearance of skin discoloration due to sun exposure. This line replaced the popular UV White skincare line, which is one of the most popular skincare lines in Asia.
Shiseido also markets a line of men's skincare products including shaving cream, face wash which doubles as shaving foam, aftershave lotion, moisturizers, anti-wrinkle creams, eye products, and self tanners.
Shiseido produces a line of cosmetics simply called "The Make Up" that provide a full range of products including lip products, powder eye shadows, eye liner pencils, mascara, fluid and compact foundations, concealers, and powder blush. Their hydro powder eye shadows which have a creamy texture are among Allure magazine's top beauty picks.
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