Shiseido’s New Chapter: Entering the Wellness Industry
Shiseido, a renowned name in the beauty industry and owner of popular brands like NARS and Drunk Elephant, is now venturing into the wellness sector. With the launch of their new inner beauty brand, Shiseido Beauty Wellness (SBW), scheduled for February 2024, the company aims to revolutionize beauty care by focusing on inner health and wellness.
A Fusion of Expertise and Collaboration
Shiseido’s approach to wellness is a collaborative journey. The company is joining forces with Tsumura, a Japanese medicine manufacturer known for its herbal medicine and body-mind connection expertise. Kagome, a company specializing in the health benefits of vegetables and fruits, particularly tomatoes, is also contributing its research to this new venture.
This collaborative effort underlines Shiseido’s commitment to combining traditional and modern knowledge for comprehensive wellness solutions.
Shiseido’s Inner Beauty Business: A Step Towards Comprehensive Wellness
The launch of SBW marks the beginning of what Shiseido refers to as its “Inner Beauty Business.” This new brand responds to a growing consumer trend that values health and well-being as much as external beauty. According to Shiseido’s survey, 72% of women aged 20 to 60 believe in the importance of nurturing beauty from within. This consumer insight drives Shiseido’s strategy to develop products catering to this holistic view of health and beauty.
Consumer Demand Driving Innovation
Shiseido’s move into the wellness industry isn’t unprecedented. The company’s beauty consultants, who interact with customers regularly, report that 96% have sought advice on health and nutrition. This strong customer interest has been critical in developing Shiseido’s wellness products.
Building on a Foundation of Diverse Beauty and Wellness Brands
Before SBW, Shiseido had already dipped its toes into the wellness pool with the launch of Inryu, a beauty supplement brand. In addition to Inryu, the company has been strategically diversifying its portfolio, evidenced by the acquisition of Gallinée, a microbiome skincare brand. It plans to invest in skincare brands across the US and Europe.
The Evolution of Cosmetics: Neuroscience-Inspired Beauty Products
In the groundbreaking “Mood-boosting Beauty” realm, a new trend has emerged where cosmetics brands branch out beyond traditional boundaries. Drawing inspiration from neuroscience, these innovative brands create products that enhance external beauty and support mental well-being.
This dual approach signifies a significant shift in the beauty industry, emphasizing the importance of inner health alongside physical appearance.
Global Expansion on the Horizon
Initially launching in Japan, Shiseido Beauty Wellness has plans to expand its reach gradually. Starting with the Asian market, SBW aims to go global by 2025. This phased approach underscores Shiseido’s intention to establish a strong foothold in the wellness industry domestically and internationally.
