05 - 06 June 2024 in Munich CosmeticBusiness



10/06/2022 CosmeticBusiness

Sidekick Makes Its Debut

Shiseido Launches a New Cosmetics Brand For Gen-Z Men

Shiseido has launched the premium skincare brand Sidekick, which focuses on the Gen-Z-specific skin concerns. According to the company, the brand’s core value of “hybrid” combines two different elements to create new value. Thus, the products are said to be formulated by combining naturally-derived ingredients with advanced technologies.

Addressing the Typical Skin Problems

The products are said to not only address the specific skin problems of Gen-Z men, such as oily skin and dry skin, but to also support the skin’s moisture barrier function with each use creating a skin environment that is more resilient. With Sidekick, the company reportedly wanted to create a “buddy” who supports Gen-Z men in daily skincare, to provide inspiration to those who give their all in their personal and professional lives and to support them in expressing their individuality.

A New Image Of Luxury

Shiseido claims the brand launch to be a part of its strategy to become the world’s leader in skincare by 2030. With regards to men's skincare, the company aims to focus on China where the men’s cosmetics market is booming and will target mainly the Gen-Z market whose growth rate is particularly high. At the same time, in response to changing lifestyles, Shiseido will grasp the unique values of Generation Z and present a new, inspirational image of luxury, the manufacturer states.

Sidekick comprises four products and eight items. They are available in Japan through Shiseido Beauty Square, and from 1 July in China mainly through EC channels.

Source: Shiseido

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