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How To Create Cosmetics For Gen-Zers? Have Them Do It, Shiseido Says

 
• By Ryan Nelson

Shiseido has been making moves to win over younger consumers in the US and its native Japan, recently launching "petite-sized" makeup products to encourage trial among Japanese millennials and rolling out a line of fun, swappable color "chips" created in partnership with high school girls.

Young Asian Girls polish her fried nails

Shiseido Company, Limited's Play Color Chips may not be the next "squishies" craze, but the firm is optimistic that the fun, swappable peel-and-apply color cosmetics will capture the hearts and imaginations of Gen-Zers.

After all, they helped to create them.

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