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Shiseido Targets US Millennials With WASO Skin Care, Inclusive Message

 
• By Ryan Nelson

The Tokyo-based firm has been making sizeable investments of late to improve its US position. The WASO skin-care line features Japanese ingredients in the form of "whole botanical cells" and is being supported by messaging and media targeted to – and created in part by – millennials.

Makeup-obsessed millennials may be a harder sell when it comes to skin care, but Shiseido Company, Limited has the demographic squarely in its sights as it prepares to launch its WASO line in the US and Asian markets.

Slated for an online debut stateside in July, the seven-SKU WASO range is "crafted with authenticity at its core," showcasing...

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