Shiseido launches Bare Escentuals range for Asian consumers
Brand strengthens foothold in Asian countries
Californian brand Bare Escentuals, acquired by Shiseido in 2010, has combined its knowledge of mineral-based products with its parent company’s local knowledge to develop a new Asia-specific line, bareMinerals Skincare.
Launching in Japan in March 2012 and then consecutively in other Asian markets, the range comprises bareMinerals Purifying Foam cleanser, bareMinerals Hydrating Milk Cleanser, bareMinerals Active Cell Renewal Night Gel, bareMinerals Active Cell Renewal Night Serum and bareMinerals Hydrate & Nourish Moisturizer (available in varieties for normal, dry and combination skins). Products range from ¥2,800 to ¥4,500 (excluding tax).
The line is a synergy between Bare Escentuals’ proprietary mineral ActiveSoil Complex (which includes micro and macro particles of calcium, magnesium, potassium and iron) and Shiseido’s knowledge of the skin’s biological rhythms and the demands of Asian consumers to achieve 24-hour mineral care. The night serum formulation, for example, designed to boost skin vitality, has a non-sticky texture comfortable for the highly humid climate specific to the region.
Shiseido’s Asia skin care development advisor, Shin Hasebe, said: “I was somewhat perplexed about the differences between Bare Escentuals, which has its forte in taking a sensitive approach by designating make-up products as mainstay items, and Shiseido, which designates science and technology as its core domain. Nonetheless, the strengths of both companies gradually became visualised through continuous discussions… I realise that various synergies are steadily being generated. We are fully confident and hope that many customers in Asia will be satisfied with our new bareMinerals products.”
Shiseido will further consolidate Bare Escentuals’ position in Asia by rolling out new stores in Hong Kong and mainland China.