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Beauty Industry

Shiseido To Launch Ibuki

The new skincare line targets a younger customer.

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By: Jamie Matusow

Editor-in-Chief

Shiseido’s new skincare line, Ibuki, is set to launch in the U.S. in September. The brand is targetting younger consuemrs, aged 25-35 years old.

The packaging looks modern with a clean aesthetic. The bottles and jars are a pearly white, with uniquely shaped caps that have a curved dome lid.

In Japanese, “Ibuki” means “new breath.”

The formulations were developed to help allow the skin to regenerate by clearing dead skin cells and providing moisturizing benefits. It uses Shiseido’s new “Shape Memorizing Cell Technology”, which the brand describes as “a biological system that evokes the rhythms and steps of the Ibuki breath.”

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