Shiseido Targets Millenials in Japan With New Recipist Brand

TOKYO — Shiseido is launching a new brand of skincare and bodycare products targeting Japanese millenials. Called Recipist, the line will include a total of 27 products and will go on sale from Nov. 1. A spokesman for the company said Friday that Shiseido has not been a strong player among young people, something the company has been working to address and rectify in recent years. In July it launched Waso, which targets millenials in the United States, Europe, Asia and the Middle East with skincare products made with ingredients inspired by Japanese food. “Waso is unique in that it is based on Japanese cuisine. It uses food ingredients and has a Japanese ‘taste,’ which appeals to young people in other countries,” the spokesman said. “But since Recipist is only for the Japanese market, we aren’t marketing it as a brand with a Japanese taste, but rather a reasonably priced brand with cute packaging that will appeal to young people in Japan.” The new brand will target “digital natives,” namely women in their early twenties. In a release, Shiseido said these consumers have fewer skin troubles than previous generations, but that sometimes their skin’s balance is disrupted due to factors related to lifestyle or

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