Happi Staff11.02.20
Nippon Shikizai, a manufacturer of makeup and skin care products in France, pivoted quickly during the pandemic and was rewarded for its efforts as sales rose 15% for the nine months of 2020, according to Tsuyoshi Hasuo, president, Nippon Shikizai France and Thépenier Pharma & Cosmetics.
"Women wear much less makeup and makeup sales are down sharply; lipstick sales have fallen 75% during confinement," observed Hasuo. "Only 21% of women wear makeup, compared to 42% in 'normal' years."
To cater to their needs, the company transformed part of its production line to manufacture hand sanitizer. In addition, Nippon Shikizai created an entire line of makeup and skin care products to meet the needs of mask-wearing consumers. For example, a new liquid foundation (Skin Veil Foundation) creates a sort of second veil on the face during its application and allows to maintain a healthy complexion despite wearing the mask all day, according to Shikizai.
"It is a very comfortable texture that does not give that sticky feeling," explained Hasuo.
To complement that formula, Nippon Shikizai created a loose powder which provides good fixation. Silky and light, it spreads perfectly and evenly on the face. It closes the pores and allows an impeccable finish, ensuring good hydration, according to Hasuo. New Cream to Matte Lipstick), was designed to avoid transferring the red color to the mask.
"Its texture may be creamy, but it offers a matte finish on the lips without color transfer to the mask," said Hasuo. "And it stays on all day."
"Women wear much less makeup and makeup sales are down sharply; lipstick sales have fallen 75% during confinement," observed Hasuo. "Only 21% of women wear makeup, compared to 42% in 'normal' years."
To cater to their needs, the company transformed part of its production line to manufacture hand sanitizer. In addition, Nippon Shikizai created an entire line of makeup and skin care products to meet the needs of mask-wearing consumers. For example, a new liquid foundation (Skin Veil Foundation) creates a sort of second veil on the face during its application and allows to maintain a healthy complexion despite wearing the mask all day, according to Shikizai.
"It is a very comfortable texture that does not give that sticky feeling," explained Hasuo.
To complement that formula, Nippon Shikizai created a loose powder which provides good fixation. Silky and light, it spreads perfectly and evenly on the face. It closes the pores and allows an impeccable finish, ensuring good hydration, according to Hasuo. New Cream to Matte Lipstick), was designed to avoid transferring the red color to the mask.
"Its texture may be creamy, but it offers a matte finish on the lips without color transfer to the mask," said Hasuo. "And it stays on all day."
For eyes, Nippon Shikizai's Waterproof Curling mascara keeps lashes curled all day. It lengthens lashes separately without lumps or smudging. And its Waterproof Eyeliner gently draws an intense black line on the inner edge of the eyelid. It is extremely resistant thanks to a clever combination of polymers and it is very easy to remove, explained Hasuo.
