‘Stress-free feel’: Beauty consumers seeking out strong lip colours with balm-like comfort – Shiseido

By Amanda Lim

- Last updated on GMT

SHISEIDO is releasing a new lipstick that will tap into post-pandemic consumer demand for both strong colours without compromising on comfort. [SHISEIDO]
SHISEIDO is releasing a new lipstick that will tap into post-pandemic consumer demand for both strong colours without compromising on comfort. [SHISEIDO]

Related tags Makeup Lipstick Colour cosmetics Shiseido

Japanese beauty brand SHISEIDO is releasing a new lipstick that will tap into post-pandemic consumer demand for both strong colours without compromising on comfort.

With relaxed pandemic restrictions across markets, consumers are eager to embrace makeup once again. In particular, lip makeup is set to make a major comeback after COVID-19 upended lipstick sales.

During this time, many beauty brands prioritised transfer-resistant and long-wearing formulas to encourage consumers to continue wearing lipsticks underneath their protective face masks.

While attributes like longevity still remain important to consumers today, they are also prioritising the comfort of the lips.

CosmeticsDesign-Asia​ has previously reported that consumers will prioritise more nourishing lip formulations​ over harsher long-lasting products as they move away from the use of protective face masks.

Against this backdrop, SHISEIDO is set to launch the TechnoSatin Gel lipstick which will cater to these new demands.

The brand claims that the new product is a long-wearing, highly pigmented lipstick that has a “stress-free feel like a lip balm.”

Flexing new technology

SHISEIDO has managed to meet all these new consumer demands with its new Stretch-Flex Technology.

Unlike conventional oil-based lipsticks, the new lipstick features a formulation that transforms from an oil to a gel.

This gel coats the entire lip evenly, smoothing out any unevenness and plumping the lips. Furthermore, because it forms to the shape of the lips completely, Shiseido claims the formula is long wearing.

Additionally, the company applied an existing oil-coating technology on the pigments to further enhance the formulas resistance to sweat and water.

With these advancements, the brand claims that the new lipstick offers 24-hour hydration with a wear time of eight hours. These claims were validated with independent clinical studies, said Shiseido.

It also said that 68% of the formula were skin care ingredients, including safflower oil to deliver hydration to the lips.

This upcoming launch was developed by SHISEIDO’s experts in Japan and New York, combining its Japanese expertise in light and delicate textures and the bold colour preferences of New York.

SHISEIDO’s TechnoSatin Gel lipstick is set to launch on May 1 with 20 shades. It has also begun a pre-launch sampling programme.

Adopting skin care techniques

Its release follows the Rouge Crème launch from the Shiseido Company’s prestige beauty brand Clé de Peau Beaute, which features three finishes, matte, glossy, and sparkly.

The brand adapted its skin care know-how in the development of Rogue Crème. It said that it applied the technology it uses to design its skin creams to achieve a formula that is rich and dense without being sticky.

The company described its latest lip launches as ‘a hybrid of makeup and skin care’​, emphasising their hydrating and nourishing formulas with ingredients like argan oil.

According to the brand, the end results are rich colours that provide a lasting finish and moisture.

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