Shiseido Is in the Pink!

For 30 years, Shiseido researchers have been hitting the streets of Tokyo, New York and Paris in spring and fall to get a first-hand look at what the beautiful people are wearing and to help make predictions about what's ahead in makeup and beauty.  Most recently, street beauty trends survey in Tokyo took place from the end of April to the beginning of May, in the fashionable districts of Ginza, Harajuku, and Shibuya, and targeted 300 women in their 20s-30s to bring forth the latest tendencies in makeup and hairstyles in the 2017 spring/summer season. Perhaps the biggest trend for this spring/summer season is pink eyeshadow. Last year’s fashion of eye makeup in red boosted motivation for eye makeup in general, and taking over the pink boom in fashion, pink eye makeup has established itself as the look of the season.


Among those with eye makeup 44% are using pink eyeshadows, a sharp increase from the 4% of the previous season.
According to Shiseido, the pink trend comes back every few years. This season’s mainstream color is slightly subdued greyish pink that matches almost any complexion. To keep with the trend, spread it gently on the eyelids with either no eyeliner at all or just a bit of black or brown at the outer corner of the eye. Gradations and lining the entire eye with black are out; the mood of the times calls for light and understated makeup that looks effortlessly chic, according to the company.


Another new trend that captured researchers' eyes, is no eyelash curling. Fewer dramatic curls are seen this season; instead, eyelashes are kept parallel to the lash line or even facing downward in a natural manner. Thus, a natural look without extra effort is emphasized, backed by women’s desire for eye makeup that matches their individual features, rather than wide-open curled eyes.


In other facial feature news, Shiseido maintains bright lips are fading. Trendy lips for spring/summer, when light and casual expression is the mainstream, are blue-based red and pink. In terms of intensity, moderate lips are in favor since they go well with natural complexion. Lip tints are also popular as they are long-lasting even with a thin layer, and more women seem to give up on thick layers of lipstick or gloss and enjoy the natural look and texture which looks like the original color of your lips.


To top it all off, Shiseido sees a growing number of mid-length haircuts (from chin to shoulders). Long hair (from collarbone to chest) is also increasing, but the fashion for mid-length has become more obvious within this year. In terms of styling, perms and curling irons are in the minority. Instead, styles that give no impression of styling take the lead: straight hair, slightly frizzy, curling on ends, and so on. “Effortless” is the keyword both for makeup and hair, and hairstyles are seen shifting from the last season’s obsession with detail to minimum fixing and a casual look.


As for hair color, tones as well as colors are extremely various, according to company research. Women choose things that suit them best at this very moment and thus promote diversity, and this “diversity” becomes the recent trend. Many women enjoy various fads in hair fashion and assimilate them, according to the company's report.