Aesthetic products. Shiseido targets Gen Z men with new Sidekick brand

Lipolytics

THE WHAT? Shiseido has announced the launch of a new skin care brand aimed at Gen Z men. Sidekick, as the new line has been dubbed, comprises four products that focus on the skin care concerns specific to the cohort.

A-Z aesthetics

THE DETAILS The premium range will be sold in Japan via Shiseido Beauty Square from June, before being rolled out to Chinese shoppers in July via EC channels.

THE WHY? The launch forms part of Shiseido’s wider strategy to expand its skin care offer and become a world leader in the field by 2030.

Aesthetic products generally refer to a broad category of items designed to enhance or improve one's appearance, often focusing on skincare, beauty, and personal grooming. These products are typically used to maintain or enhance physical attractiveness and may include a wide range of items intended for both professional and personal use. Here are some common types of aesthetic products:

• Skincare Products: Including cleansers, moisturizers, serums, and treatments designed to address various skin concerns such as acne, aging, hyperpigmentation, and sensitivity.

• Cosmetics: Makeup products such as foundations, concealers, eyeliners, lipsticks, and eyeshadows used to enhance facial features and achieve desired looks.

• Hair Care Products: Shampoos, conditioners, styling products, and treatments to maintain and improve the health and appearance of hair.

• Fragrances: Perfumes and colognes used to enhance personal scent and attractiveness.

• Dental Care Products: Toothpaste, mouthwash, whitening treatments, and dental floss aimed at maintaining oral hygiene and enhancing smile aesthetics.

• Personal Grooming Tools: Including razors, electric shavers, trimmers, and grooming kits used for hair removal and personal hygiene.

• Beauty Devices: Devices such as facial cleansing brushes, LED light therapy masks, and microcurrent devices designed for at-home skincare treatments.

• Nutritional Supplements: Supplements aimed at promoting skin health, hair growth, and overall well-being, often containing vitamins, minerals, and antioxidants.