(image from www.shiseidogroup.jp)
(info from www.shiseido.co.jp/playlist
& www.cosmeticsbusiness.com)
– Shiseido’s Playlist line has been discontinued. (See the line’s official statement here.) The line was only launched in September 2016, and it is a pity that it was so short-lived. It had some interesting product ideas, but I wonder whether its relatively limited visibility (it was only sold on-line and at Shiseido’s flagship store in Ginza, Tokyo) affected its potential.
– According to this article from Cosmetics Business, Clé de Peau will be launched in the UK in September and it will be available exclusively at Harrods. This is great news for Japanese beauty fans in the UK. (The brand is currently available in the Asia-Pacific region (Japan, China, Hong Kong, Indonesia, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam), the US, Canada and Russia.)
Related posts:
Playlist Holiday 2018 Makeup Collection
{ 2 comments… read them below or add one }
I could never understand Shiseido’s strategy with Playlist, except as a testbed for the “youth-oriented” products that they launched last year under the main Shiseido brand. Playlist was available only in the Ginza store and only online on Shiseido.co.jp (Japanese language only, no English). Bizarre! I get the sense of a company still run by a bunch of old farts who are slowly being retired. Shiseido has made a lot of foreign acquisitions (Laura Mercier, Nars, for example) to stay alive outside Japan. While I am pleased to see that the Shiseido colour line has been revived with innovative products (gorgeous textures and colours), they could do so much more.
Hi Evie,
Playlist was created in collaboration with the hair and makeup artists from Shiseido Beauty Creation Center. I do feel that the line had an experimental edge and some interesting products. The products themselves had both a fairly professional look and a youthful feel, and I was curious (when the line was launched) about how they would do with the consumers in Japan.
I suppose we would never really know why it was discontinued. Perhaps it was an experimental project that would only run for a number of years. (Also, as you know, Shiseido has so many lines and it restructures and repositions them every now and then.)
Thank you very much for sharing your thoughts again! :)