Shiseido eliminates need for make-up remover
Shiseido has developed a new make-up base that enables make-up to be washed off using only warm water, eliminating the traditional need for make-up remover.
Shiseido has developed a new make-up base that enables make-up to be washed off using only warm water, eliminating the traditional need for make-up remover. Called Fullmake Washable Base the product is expected to transform and simplify make-up routines.
Japanese women have traditionally followed one of the world's longest daily beauty routines involving a wide range of products. However in recent years they have been seeking both to cut the time they spend on this and also to reduce the cost. Recent research by Shiseido indicates that women would like to be able to remove their make-up as speedily as possible.
Fullmake Washable Base uses a new Shiseido proprietary film-forming agent called Veil Action Polymer. The polymer is hydrophobic to cold water but hydrophilic to warm water, in other words it is waterproof in cold water but mixes readily with warm water. When the skin is washed in warm water, Veil Action Polymer detaches the Fullmake Washable Base from the skin, allowing the foundation, along with the rest of the user's make-up, to be quickly washed off.
The new product will go on sale in Japan in early March (¥1,000/35g) and can be pre-ordered from Shiseido's "watashi+" website.
