SHISEIDO celebrates global launch of new makeup collection in Tokyo

TOKYO, JAPAN - AUGUST 01: Guests attending the Shiseido Masterclass with Patrick Ta on August 1, 2018 in Tokyo, Japan. (Photo by Christopher Jue/Getty Images for SHISEIDO)

TOKYO, JAPAN – AUGUST 01: Guests attending the Shiseido Masterclass with Patrick Ta on August 1, 2018 in Tokyo, Japan. (Photo by Christopher Jue/Getty Images for SHISEIDO)

Ahead of its official global launch on August 15th, SHISEIDO — a brand synonymous with beauty, arts and culture — unveiled an entirely reimagined makeup collection in the brand’s birthplace and global epicenter of the J-Beauty movement: Tokyo.

Friends, fans and faces of the brand, including newly announced SHISEIDO Global Color Artist Patrick Ta; SHISEIDO APAC Ambassador, Pony; actress, dancer and SHISEIDO Makeup Campaign Artist Sonoya Mizuno; actress Rowan Blanchard; celebrity hairstylist Jen Atkin; photographer, Petra Collins; model and designer Emi Suzuki; model, Yuka Mannami; and Thai beauty blogger PearyPie, gathered at TOLOT, a contemporary art gallery in Shinonome, to toast the groundbreaking collection developed around four key textures.

TOKYO, JAPAN – AUGUST 01: Patrick Ta/PONY and model Elena during Shiseido Masterclass with Patrick Ta on August 1, 2018 in Tokyo, Japan. (Photo by Christopher Jue/Getty Images for SHISEIDO)

The new makeup range is classified into four texture categories — Gels, Inks, Powders and Dews — and includes 21 products in 125 shades that seamlessly combine state-of-the-art technology, craftsmanship and locally sourced ingredients.

Within TOLOT the four distinctive textures that comprise the new collection were expressed through the use of advanced sensing technology and LEDs. The overall creative direction and design of the space was led by SHISEIDO Art Director Keisuke Hori in collaboration with artist and technical director Takahiro Matsuo, and founder of Lucent (a group of specialists who create interactive experiences that express concepts through technology).

Yoshiaki Okabe, Corporate Officer of SHISEIDO Brand and Global Prestige brands, lead Sonoya Mizuno and Patrick Tathrough the space explaining the importance of the new makeup collection and its imperative link to skincare. Guests enjoyed small bites by Mokomeshi, a Tokyo based catering company. Each dish served was inspired by one of the four texture categories. Other activities included touchups by SHISEIDO makeup artists and a VIP portrait studio by director and photographer, Mike Rosenthal.

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