Shiseido launches new Waso skin care line

New Waso reveal​

The Waso range was formulated using a method that concentrates on whole botanical cell formulation, known as Whole Cell Release System, that works to overcome common skin care concerns such as visible pores, dryness and oiliness.

Japanese ingredients are prevalent within the range. These include Ninjin (carrot), Biwa no ha (loquat leaf), Tofu, Shiro-Kikurage (white jelly mushroom) and Hachimitsu (honey) that collaborate to hydrate and nourish the skin, as well as removing impurities.

The range will include a clear hydrating cream, an oil-free matte moisturiser, a colour-smart day skin-brightening moisturiser, a skin-refining exfoliating polish, a cleanser and fresh jelly lotion.

Targeting Millennials​

After going through its R&D initiatives, Shiseido said in its press release that the launch of its new Waso range represents the company’s efforts to “redefine beauty – empowering Millennials to feel beautiful in their own skin whatever their gender, nationality, age or status”.​

Shiseido stated, “the time has come to challenge the status quo and change the conversation about beauty”.​

The skin care range, inspired by Japanese aesthetics, is a symbol of the country’s authentic heritage. Prior to the launch of Waso, under the supervision of dermatologists, Shiseido’s researchers performed patch tests on the skin.

Finding inspiration​

The brand name, Waso, is a combination of two Japanese names: ‘WA’ meaning harmony and peace, and ‘SO’ meaning inspiration, idea and thought.

As it strives to champion beauty from within, Waso directs its product development and soon-to-be-unveiled promotional campaign to the Millennial demographic.

Vision 2020 plans​

In Shiseido’s Vision 2020 mid-to-long-term strategy, where it intends to enhance and strengthen its established brand to ensure it remains a leading name in cosmetics for the next 100 years and achieves net sales of over ¥1 tn (€8.1 bn).

As part of Vision 2020, Shiseido sets out its plans to create a new strategy to accelerate growth between 2018 and 2020, where it will nurture and acquire new brands. While the focus from 2015 to 2017 has been on enhancing existing brands, Waso's launch appears to exercise Shiseido’s second phase of its strategy.

Campaign creation​

Its marketing material includes five brand ambassadors and depicts both their faces and unique personalities demonstrate “strong images that represent the beautiful force and power of a generation”​. 

WASO’s Global Launch film, by creative directors, Teo Guillem and Carlos Pardo, explores live action and storytelling via computer generated imagery that shows the product range’s key ingredients. 

Promoting the relationship between nature and technology, the campaign focuses on the use, safety and efficacy of ingredients. Consumers are increasingly concerned about skin care formulations and with the natural and organic sector growing, Shiseido highlights how it perceives its skin care as “food for the skin”​.