Playlist by Shiseido. New brand alert!

The house of Shiseido has just launched a new makeup brand named Playlist. Playlist makeup, designed in collaboration with 40 different hair and makeup artists, is aimed at modern-da beauties in their late 20s and 30s. Playlist, the brand with a powerful digital vibe, is built around the concept of playing with beauty and building self-confidence with the help of simple, yet versatile beauty products.

Shiseido launched a special dedicated website for its Playlist cosmetics, along with a powerful digital campaign featuring Belgian model Yumi Lambert as the face of the brand. Since the Playlist beauty targets young consumers belonging to the millennial generation, the plan is to build its identity through digital presence and e-commerce. The Playlist cosmetics currently includes 14 different products, and is available exclusively in Japan via Shiseido’s e-commerce platform Watashi+. The brand is also considering worldwide expansion for the foreseeable future.

In addition to color cosmetics and skin care, the Playlist website offers one very interesting service named “the artist kit.” Visitors of the website may choose a makeup artist, take and upload a selfie, and fill in a simple questionnaire. The information is passed on to the artist, who then creates a personalized makeup kit and tailor-made advice for each customer! The kit is then delivered to the customer’s address.

From now on, Playlist will be the brand to provide cosmetic products for Tokyo Fashion Week events, where and Shiseido hair and makeup artists create trendy looks for the models. The brand has already announced the launch of a new color cosmetics range in November 2016. To learn more about the brand, please visit Playlist online, and check out all 15 products here on BeautyAlmanac.