Shiseido Is launching a new skin care brand called Sidekick, targeting Gen-Z men in Asia.
market is booming and will target mainly the Gen-Z market whose growth rate is particularly high.”
Sidekick products will focus on a “hybrid” model, combining two different elements in order to add value. They combine naturally derived ingredients and advanced technologies to address specific skin care issues of Gen-Z men, such as dry or oily skin, but also support the skin’s moisture barrier function with each use creating a skin environment that is more resilient.The brand’s initial offering includes five types of face washes, as well as a lotion, a moisturizer and a sheet mask.
Sidekick is the latest in a series of niche brands to be launched by Shiseido, which is working to position itself as a global leader in skin care. Another recent debut was that of
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