Shiseido's 'Posme' campaign was established in early 2017, but has recently announced that its latest product line will be designed in collaboration with High School girls.
The first product from the brand is the 'Play Color Chip,' a multi-use product for lips, eyes and cheeks that was created and marketed specifically for girls between the ages of 14 and 18 years old. After interviewing over 150 students, the brand discovered that sharing makeup played a role in the majority of the girls' makeup routines. As a result, this particular product arrives in small one-time use tubs that can be shared, mix-and-matched and enjoyed.
According to the brand, this new product enables young girls to "coordinate colors with friends, try a new color more easily, or enjoy a special color for a special occasion."
Gen Z-Targeted Makeup Lines
Shiseido's 'Posme' Was Made in Collaboration with High School Girls
Trend Themes
1. Gen Z Makeup Sharing - Creating makeup products that are designed for sharing and collaboration among Gen Z girls.
2. Multi-use Makeup Products - Developing versatile makeup products that can be used for multiple purposes such as lips, eyes, and cheeks.
3. Customizable Makeup Experience - Offering personalized and mix-and-match makeup options for young girls to express their individuality.
Industry Implications
1. Cosmetics - Opportunity for cosmetics brands to cater to the specific needs and preferences of Gen Z consumers by creating innovative makeup lines.
2. Beauty Retail - Incorporating interactive and social elements into beauty retail experiences to attract Gen Z customers who value sharing and collaboration.
3. Product Packaging - Exploring packaging solutions like small, one-time use tubs that promote sharing and customization of makeup products among Gen Z girls.