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.”