Shiseido targets millennials with Waso line

By

Sarah Ahssen

Translated by
Jennifer Braun

Published
Jun 13, 2017

Waso is a new line of care products launched by Shiseido designed to seduce the famous millennial market. The line was designed to recruit a younger and more connected clientele than the Japanese cosmetics label’s usual target audience. 

In Japanese "Wa" means peace and harmony and "So" inspiration, idea and thought. The name, therefore, sets the tone for a brand inspired by Japanese aesthetics, and the idea that beauty comes from within. Contrary to other Shiseido care lines, which opt for strong colours like red or black, Waso plays the purity card with soft and pastel colours. The product range includes refreshing gels, cleansing gels and also mate moisturisers, while ingredients include carrots, tofu and honey.
 
To embody this line of products, which will gradually arrive in Europe in July, Shiseido has chosen multi-ethnic ambassadors who will strike a pose under the artistic direction of Viviane Sassen.

In the first quarter of 2017, Shiseido grew by 17.6 percent in Europe, the Middle East and Africa.