Shiseido target entry-level cosmetic users

Japanese beauty brand Shiseido have introduced 16 petite-sized make-up products, Rouge Rouge PICO lipsticks and Nail Enamel PICO, targeting the younger generation.

The PICO range was developed to target entry point prestige cosmetics users, as well as the gifting sector, and is inspired by traditional Japanese confectionary, Wagashi, as well as Japanese chocolate-themed colours.

Rouge Rouge PICO lipsticks, in eight shades, feature a rich, smooth texture which adheres evenly and maintains moisture in the lips for a softer look and feel. There are three types available: Sheer for a dewy, lustrous finish; Matte with a comfortable velvety texture; and Texture Changers which can be used alone or with other lipsticks to create different finishes.

Eight Wagashi-inspired hues make up the Nail Enamel PICO collection, which offers vivid colour with one stroke. A smooth application can be achieved without streaking, and a quick-drying formula results in a lustrous, glossy finish. Enamels can also be layered for blending and creating different colours.

The limited-edition collections are being sold through Shiseido's total beauty service website, watashi+.