TAGS: Skin Care
Shiseido Company Limited will launch the skincare brand SIDEKICK (4 products, 8 items), which focuses on the Gen-Z-specific skin concerns, to support Generation Z men in Asia in pursuing their own unique lifestyles.
Availability in Japan & China
The products are available from June 1, 2022 in Japan through SHISEIDO Beauty Square, a hands-on, communication spot where people can discover, play, and share Shiseido’s beauty products and services, and from July 1, 2022 in China mainly through EC channels.
With the launch of SIDEKICK, the company focuses on China where the men’s cosmetics market is booming and will target mainly the Gen-Z market whose growth rate is particularly high.
At the same time, in response to changing lifestyles and diversifying values, we will grasp the unique values of Generation Z and present a new, inspirational image of luxury.
Through these efforts, the company will make SIDEKICK a Japanese men’s cosmetics brand strongly supported by Gen-Z men in Asia.
Source: Shiseido