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Industry buzz

Shiseido taps into the mini-sized cosmetics trend with limited edition ranges

Shiseido recently launched “Rouge Rouge PICO” and “Nail Enamel PICO”, two ranges of petite-sized makeup products in limited release. The products have been made available at the beginning of February, in approximately 200 stores, mainly department stores, exclusively in Japan. The two lines are also sold through Shiseido’s total beauty service website, “watashi+”.

PICO’s colour palette and shade names were inspired by Wagashi, Japanese confections which come in a variety of seasonal colours.

The lines offer limited mini-size makeup items with a wide array of colours and textures and affordable price in order to appeal to younger consumers and encourage them to try out prestige cosmetics

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