Shiseido launches men's skincare line Sidekick for Asian market
Japanese cosmetics group Shiseido has launched a new men’s skincare brand called Sidekick. The line, featuring four products and eight inventory items, is aimed at the Asian market, chiefly targeting Gen Z consumers.
The Sidekick range combines natural ingredients and advanced cosmetics research to address issues like dry or oily skin, but it also helps boost the skin's moisture barrier function by creating a more resistant skin environment. The line consists of a face cleanser, a lotion, a moisturiser and a fabric mask.
Sidekick was introduced in Tokyo in early June at Beauty Square, a store showcasing Shiseido’s various brands, and will be launched online in July in China, a market where men’s cosmetics are reportedly booming, according to the Shiseido group.
“We have placed skincare at the heart of our strategy, and we are expanding our portfolio of brands and products to become the segment’s global leader by 2030,” said Shiseido.
Pursuing this skincare-centred strategy, in 2021 Shiseido sold its personal care and mass-market beauty businesses to the CVC investment fund, while Shiseido Americas, the group’s US subsidiary, ceded make-up brands Buxom, BareMinerals and Laura Mercier.
To strengthen its skincare range, the group launched skincare brand Ulé in France in April. Ulé is a proximity-sourced natural skincare range destined for the European market.
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