On 21st September Japanese cosmetics group Shiseido launched a new make-up and skincare brand called Playlist.

Shiseido has gone digital with the latest addition to its brand portfolio, which features labels like Nars and Shiseido. Playlist is in fact distributed exclusively online (except for the Shiseido store in Ginza, Tokyo) via Watashi+, the Shiseido group's website and other e-stores. Playlist is distinctive for its understated, pared-down design, and targets women aged 25-39, devotees of online, time-saving shopping.  

The new brand was developed by Shiseido's professional make-up and haircare teams and its range focuses on lipsticks, foundations and eye make-up that are functional and compact. The brand is debuting with 31 looks, and others are expected to be launched in November. It will also feature an online, customised personal advice service. Playlist's brand ambassador will be Belgian-Japanese model Yumi Lambert.

For the time being, Playlist has been launched in Japan, coinciding with Shiseido's new role as make-up partner to the Amazon Tokyo Fashion Week, taking over from Maybelline.

By Kanako Nishio and Sarah Ahssen