Shiseido Sets New Makeup Trends With The Help Of High School Girls

Shiseido Sets New Makeup Trends With The Help Of High School Girls

The Japanese cosmetics company developed a new product line called Posme in collaboration with high school girls

Anna Johansson
  • 29 january 2018

Japanese skincare company Shiseido has years of experience marketing anti-aging treatments to adult women. But the company recently launched a new brand geared toward high school-aged girls. Posme is a project from Shiseido’s internal Innovation Design Lab, which was established in January 2017.

Posme debuted on January 16 as part of the company’s long-term strategy. Its first release is Play Color Chip, a multi-use product for lips, cheeks or eyes that currently comes in eight colors and is specifically marketed to girls aged 14 to 18 years.

Shiseido did its homework with this makeup. The company conducted research with more than 150 high school girls, learning details about their favorite colors, their daily makeup routines, the quality of products they use, price points and more. They also looked at the way girls interact with each other when using makeup. Using the data collected from this study, Posme was born.

“Play Color Chip marks a change in cosmetics, transforming an item to be used individually into something that can be ‘shared or swapped,’ thus creating a new form of enjoyment,” Shiseido wrote in a press release. “The new chips offer more freedom in makeup, allowing users to coordinate colors with friends, try a new color more easily, or enjoy a special color for a special occasion.”

For Shiseido, teen girls—who are members of Gen Z—represent a significant new demographic. In addition to buying products, they are inclined to post about them for active social media followings.

“High school girls have been garnering attention as a source of a new pop culture, following the millennials in Japan,” Shiseido said. “High school girls are actively networking with the world, unlimited by the constraints of age or neighborhood.”

There are 40 members of the Posme team, all working with the data provided by the studies. Shiseido will also look to partner with other companies for help in this new initiative.


+gen Z

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