The brand's new mantra—"Beauty Reimagined. Beauty Made With Soul."—is reflected in the entire collection. The result is a weightless range of 21 products and 125 shades that are classified into four sensorial textures comprising of inks, gels, powders and dews.
"The focal point of the range isn't simply the extraordinary colors or its incredible performance, but the unique, sensorial textures," said Jill Scalamandre, president, bareMinerals, Buxom and global development Shiseido Makeup.
According to Shiseido, inks redefine the collection with products that provide graphic precision and extreme intensity; gels rediscover products that juxtapose a durable, high-impact finish with a featherweight feel; powders reinvent traditional pigments of the past via breathable, buildable, and bendable formulas; and dews—a new category—recreate light to transform the surface of the skin.
Shiseido enlisted emerging artists to feature campaign with each artist representing a different texture category.
"This collection changes how we experience beauty, so we sought out artists whose work has reshaped the creative boundaries of their industry," says Scalamandre. "A key priority from the start was to work with artists who have a genuine connection to the Shiseido brand, as well as the company's Japanese heritage, either through their origin or their art."
The lightweight packaging features some of the slimmest componentry on the market, and five handcrafted brushes reminiscent of ancient Japanese calligraphy. according to Scalamandre.