Superstar

The Shiseido Fullmake Washable Base Can Be Removed with Only Warm Water

By: Meghan Young - Published: • References: group.shiseido & psfk
Although women are highly encouraged to remove their makeup every night before bed, the stuff can stay on so persistently that many give up before they even try; that will all change thanks to the Shiseido Fullmake Washable Base. The first of its kind, it is a foundation that can be washed away with only warm water.

The Japanese company also promises that the makeup resting on top of the Shiseido Fullmake Washable Base can be just as easily rinsed away as well. It is made using a substance called Veil Action Polymer, which is hydrophobic to cold water but not to warm water.

The Shiseido Fullmake Washable Base will be hitting Japanese stores in March. Stats for Easily Rinsed Makeup Trending: Older & Mild
Traction: 610 clicks in 94 w
Interest: > 3 minutes
Concept: Shiseido Fullmake Washable Base
Related: 59 examples / 45 photos
Segment: Females, 18-55+
Comparison Set: 21 similar articles, including: clown cosmetic photoshoots, muscle-enhancing makeup, and minimal mineral makeup.