Shiseido recruits 'high school girls' to create new POSME brand

The brand is inspired by the ‘new pop culture’ that girls in high school are said to be creating in Japan

Shiseido has announced the launch of POSME, a new project and brand created with the help of Japanese high school girls.

High school girls have been “garnering attention as a source of a new pop culture, following the millennials in Japan”, the brand explained.

The girls working with Shiseido form a team called . . .

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