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Shiseido Creates a J-Beauty Interactive Exhibit To Launch Makeup Line

Guests tried the new collection after walking through rooms that visually conveyed each new makeup texture.

By Marie Redding, Associate Editor 09.13.18

Shiseido relaunched its makeup collection— and it’s the company’s first launch developed entirely in New York City, in collaboration with its Tokyo team.

A temporary pop-up exhibit in Manhattan’s Soho neighborhood was created to launch the new collection — the Japanese Beauty Gallery presented by Shiseido Makeup. The exhibit was open to the public September 6th through 9th, 2018, after a private opening night party for the press on September 5th. 

The team in New York City developed the new products and packaging at Shiseido’s Global Makeup Center of Excellence.

Read more about the collection in the Online Exclusive: Shiseido’s Team Talks Makeup.

Shiseido Makeup "redefines beauty via four reimagined textures," the brand says. Rather than categorize the colelction into Eyes, Lips, etc., the products are divided into four new categors -- Inks, Gels, Powders, and Dews. (The traditional makeup categories are still listed on Shiseido's website, however, which will, no doubt, make shopping easier.) 

At the launch party, guests had the opportunity to walk through different rooms - each designed to "bring a texture to life.' The Gels room, for example, featured a giant-sized shiny red cushioned chair in a wavy shape, to represent gel lipstick. Guests walked thorugh sheer chiffon fabric printed with inky swirls of color in the Inks room -- meant to represent the makeup's weightless feel and bold pigments.

Read more about these new makeup formulas in the slideshow, A Look at Shiseido’s New Makeup Textures.

The brand’s makeup artists — including Shiseido Makeup’s global director of artistry, James Boehmer, who, along with the development team, created the products in the new line — were on hand to assist guests with color selection and application techniques. Every color was on display, and testing was encouraged.

The lower level gallery, called the “Tokyo Underground Lounge,” featured a series of photographs taken on the street in Tokyo by esteemed photographer Mike Rosenthal.

Party-goers included two of Shiseido’s Makeup campaign ‘faces’ — actress/ballet dancer Sonoya Mizuno, who stars in the film Crazy Rich Asians; and Shiseido Global Color Artist Patrick Ta, who both mingled with guests in the Texture Rooms. Social media influencers Jamie Chung, Peyton List, and Jasmin Sanders (aka ‘Golden Barbie’) were also in attendance — snapping selfies in the Gel and Powder room.

See photos from the launch party in the slideshow above. 
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