Shiseido’s Integrate Gracy will be one of the latest drugstore lines in Japan. (The logo is instantly recognizable as the sister brand of Integrate.)
Launched in Japan on August 21st, Integrate Gracy is targeted mainly at consumers in their 50’s, with understated packaging and timeless, elegant, and wearable colors. Also, all the products are fragrance-free, which can be a huge plus for people across all ages.
Integrate Gracy is not the first drugstore brand in Japan to specifically appeal to a more mature clientèle. Kanebo’s Evita (skincare and foundation) and Media (foundation and color makeup) are two examples. Now it’s Shiseido’s turn to add a new player.
The packaging is predominantly black and the overall look reminds me of Media and another of Shiseido’s drugstore lines, Selfit. I actually slightly prefer Integrate Gracy’s packaging to Integrate’s, which I think is painfully plain. (The case of Integrate Gracy’s loose powder looks simple and elegant.)
The line-up is vast and is actually larger than Integrate (launched in August 2006, targeting consumers in their 20’s and 30’s). It features a full range of foundation products, which Integrate does not have at the moment. It includes cream/liquid/powder foundation, primers, concealer, and loose/pressed powder. I think it is quite exciting.
The color makeup includes lipsticks, lip liners, blushers, eyeshadows, eyeliners, brow pencils, mascaras, and nail colors.
The target audience is very specific. But good prices and good quality are definitely for everyone!!
Source: Nikki Net
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