Shiseido's pearl pigments conceal discolouration
Shiseido has debuted its Perfect Cover Foundation MV Series, created to offer coverage of skin discolouration concerns that may have been previously difficult to cover with regular foundations, and thus improve individuals' quality of life.
Perfect Cover Foundation MV Series (the MV stands for multi veil) includes Perfect Cover Foundation MV in seven shades, Perfect Cover Powder MV, and Perfect Cover Cleansing Oil.
The Japanese skin care brand conducted research into what consumers with skin discolouration want from their products, with those surveyed commenting that they “want to cover both dullness and dark spots caused by the side effects of cancer treatment” and “want to naturally cover unevenness and red discoloration due to burns ”.
Through their research, Shiseido created the Perfect Cover Foundation MV Series to deliver a natural-looking finish with perfect coverage, which is transfer-proof, sweat-proof, long-lasting and easy to apply. Perfect Cover Foundation has been formulated with three types of pearl pigments to cover blueness, redness and brownness. The pearl pigments control the colour of the light that penetrates the foundation, and help conceal various skin discolourations with just a thin layer.
Shiseido has a history of producing cosmetic products to treat skin discolouration, including the Shiseido Spots Cover launched in 1956 to cover facial burns after World War II, and Perfect Cover Foundation in 1995, which used photochromic technology and provided a natural finish for skin problems such as nevus, scars or burn marks.
However, UK consumers will have to wait until 2020 for the Shiseido Perfect Cover Foundation MV Series to reach our shores, with products initially launching in Tokyo at the Shiseido Life Quality Beauty Center and other designated cosmetics stores that offer a consultation service.
