June 24th, 2024
Issuer: Shiseido Japan Co., Ltd., Shiseido Company, Limited Sponsored American Depositary Receipt (ADR).
Commodity and brand.
Natural eyebrows that don't fade away! Integrate's new products, Fua Eyebrow Mascara and Pita Gel Eyebrow, have been released.
On sale from June 24th to July 21st, 2024 (Sunday)
Under the concept of 'Lovely every day ♡', Shiseido's makeup brand 'Integrate' will release 'Fluffy eyebrow mascara', which lasts for a long time※1 [all 6 products (limited to 1 product per corporation) recommended retail price: 950 yen (tax included*] and 'Pita gel eyebrow', which creates a gradient eyebrow with gel and powder that won't fade※2 throughout the day [all 3 products (limited to 1 product) recommended retail price: 1,200 yen (tax included*] on July 21st, 2024 (Sunday). With natural-looking eyebrows that are easy to create and durable, these items add a touch of your own cuteness and provide a 'like!' moment that makes you feel good.
*The price is a recommended retail price (may vary depending on the store).
'Fluffy eyebrow mascara' has a powder finish, and the fluffy eyebrows last for a long time※1. 'Pita gel eyebrow' has a core of gel and a powder finish that keeps the gradient eyebrows without fading※2 all day.
Both 'Fluffy eyebrow mascara' and 'Pita gel eyebrow' are available in a limited edition of 'Dusty Pink', a trendy color.
'Fluffy eyebrow mascara' will be available in limited quantities with a 'clear color' that straightens the hair flow exclusively at Matsumoto Kiyoshi Kokokara & Company※3.
※1 Data has been obtained that the effect lasts for 8 hours (according to our research, individual differences exist).
※2 Data has been obtained that the effect lasts for 13 hours (according to our research, individual differences exist).
※3 The clear color is only available at Matsumoto Kiyoshi Kokokara & Company's group stores nationwide (excluding some stores) and online (limited quantity).
[Product list]
- Integrate Fluffy Eyebrow Mascara
6g: 4 regulars, 1 limited edition. Recommended retail price: 950 yen (tax included)
- Integrate Fluffy Eyebrow Mascara (Clear Color)
*Limited to Matsumoto Kiyoshi Kokokara & Company. 4g: 1 limited edition. Recommended retail price: 950 yen (tax included)
- Integrate Pita Gel Eyebrow
Pencil 0.36g / powder 0.4g: 2 regulars, 1 limited edition. Recommended retail price: 1,200 yen (tax included)
* Prices are reference retail prices. (They may vary depending on the store.)
Background and Features of the Release
As a result of prioritizing the desire for eyebrows that do not fade over time and require no technique, Integrate is releasing the “Fluffy Brow Mascara” and “Pita Gel Eyebrow” that easily achieve the desired eyebrows and last all day. The “Fluffy Brow Mascara” uses a nuanced color design to create refreshing eyebrows, considering the market background of a growing variety of eyebrow mascaras that match different hair colors. The limited edition “Dusty Pink” color released with both the “Fluffy Brow Mascara” and “Pita Gel Eyebrow” is a nuanced color with a slightly muted pink mixed in with an easy-to-use brown base color, allowing for trendy and fashionable eyebrows with just one coat.
*4 From the Integrate Eyebrow Awareness Survey conducted in December 2022 by the Market Development Research Institute Co., Ltd. N300.
Sales deployment
There are approximately 17,000 sales channels for cosmetics, such as drugstores, GMS, and specialty stores. Additionally, they are sold on Shiseido's comprehensive beauty website, "Watashiplus".
Please see the release PDF for detailed product information.
*The content contained in this release is accurate at the time of announcement, and may differ from the latest information. Please note.