Shiseido introduces WASO skincare for Millennials

While Estée Lauder discontinues its Estée Edit collection of multifunctional skin-care and makeup products made specifically for Millennials, the house of Shiseido is gearing up to launch new skincare line WASO targeting the same demographic group!

The WASO product range is said to be inspired by Japanese aesthetics. Its name is derived from two words, “WA” meaning a Japanese sense of peace and harmony, and “SO” meaning inspiration, idea and thought. Translated into the western style of thought, WASO skincare focuses on beauty-from-the-inside-out.

The collection, premiering July 2017, is aimed at people in their 20s and 30s who believe beauty is equal to being one’s self. It represents the evolution of Shiseido’s Ibuki line, which also went for the same age group. As values and lifestyle have changed, today’s young consumers require a line that can keep their skin in good condition. WASO offers a range of products that combine cutting-edge and natural approach, and that could be used to boost skin health according to its specific, yet ever-changing needs.

The collection follows the Japanese “washoku” philosophy, which is focused on harnessing the power of safe, natural, botanical ingredients. Key ingredients across the range are sourced from Japan, and five of them play a pivotal role:

• Ninjin (carrot) - the moisturizers infused with the power of carrots nourishes skin, and keeps it feeling soft and plump.

• Biwa no ha (loquat leaf) - the moisturizers infused with the power of loquat leaves, hydrate and mattify skin so it has less visible pores and suppresses shine.

• Tofu - the skin smoother infused with the power of soy lecithin, refreshes skin so you can feel its smoothness immediately.

• Shiro-Kikurage (white jelly mushroom) - the lotion infused with the power of white jelly mushroom delivers hydration to plump skin from within.

• Hachimitsu (honey) - the cleanser infused with the power of honey removes impurities and refreshes skin, without stripping away essential moisture.

Shiseido also says it has designed a proprietary method for formulating whole botanical cells into the WASO range, called Whole Cell Release System W (for moisturizers). The range includes a hydrating cream, three moisturizers, a skin polisher, and a lotion. The packaging has also been designed with millennials in mind, and custom-tailored to allow for application on the go.

The product range includes the following products (follow the links to read descriptions):

• Shiseido Waso Your Skin Diet (travel retail exclusive pack), comprising Quick Gentle Cleanser, Fresh Jelly Lotion and Clear Mega-Hydrating Cream;
• Shiseido Waso Clear Mega-Hydrating Cream
• Shiseido Waso Quick Matte Moisturizer Oil-free
• Shiseido Waso Color-smart Day Moisturizer
• Shiseido waso Color-smart Day Moisturizer oil-free
• Shiseido Waso Soft + Cushy Polisher
• Shiseido Waso Fresh Jelly Lotion

WASO skincare by Shiseido will be available in select Asian countries and online in the USA from July, with further regions to follow across 2017 and 2018. To help propel the launch of the new collection, Shiseido has also introduced five unique faces who are the brand’s ambassadors on a mission to bring WASO’s counter-culture to life and change the perception of what’s pretty. You can follow their adventures at WASO skincare Instagram account.

Products mentioned in article

Shiseido WASO Clear Mega-hydrating Cream

Shiseido WASO Quick Matte Moisturizer Oil-free

Shiseido Color-smart Day Moisturizer

Shiseido Shiseido WASO Color-smart Day Moisturizer oil-free

Shiseido WASO Soft Cushy Polisher

Shiseido WASO Fresh Jelly Lotion

Shiseido WASO Your Skin Diet

Marina Milojević

Marina Milojević is a senior editor at Fragrantica. She’s been a member of the team since 2010. Marina writes for BeautyAlmanac and Luxois, ...(more)