Maquillage Dramatic Lip Tint debuted on October 21 with five shades that retail for JPY2,300 (U$21).
The newest product was developed in response to the increased use of protective face masks, which caused a devastating blow to lipstick sales in the past 18 months or so.
“Due to COVID-19, consumers' values and behaviours around the world are changing dramatically. Reflecting such changes there is increased awareness of health and skincare, while at the same time frequencies to use make-up like lipstick are decreasing as people go out less and wear masks,” remarked Masahiko Uotani, CEO of Shiseido, last year.
While there are lip products that claim to be transfer-proof in the market, most of them tend to have a matte finish and are often very drying.
However, after conducting its own market research last year, Shiseido found that consumers were more likely to prefer lipsticks that are moisturising and have a transparent glossy finish.
With Maquillage Dramatic Lip Tint, Shiseido believes it has found a solution for beauty consumers who want to wear a transfer-resistant lipstick that does not have a drying matte finish.
Adapting tried-and-tested methods
The upcoming lip product claims to be suitable for wear with protective facial masks as it prevents colour transfer onto the mask while keeping the lips hydrated.
This is achieved with technology developed by Shiseido, which claims to coat the surface of the lips with a transparent glossy film to prevent colour transfer.
The latest development is based on previous a previous mechanism that gives lipsticks a highly glossy finish by developing a formula that separates into layers when applied on the lips, causing the gloss component to rise to the surface and form a topcoat of sorts.
This technology, which was developed in the 2010s, has been applied to several lip products by Shiseido.
However, the previous tech was proven not to be effective at resisting transfers onto surfaces like a cup or glass. In the case of protective masks, the formula would have to hold up against repeating friction, prompting the firm to find a way to enhance transfer resistance.
The solution was to blend two types of oil with the pigment which would act as a coating and adhesive respectively.
While the oils are able to blend together to form the final product, they will separate on application, Shiseido explained.
“When you apply the mixed gel to your lips, the tint component dyes your lips, and the two oils automatically form a coating layer and adhesive layer on your lips… and in about five minutes after application, a very glossy and smooth film is formed on the surface.”
The resulting product, Shiseido claims, succeeds in giving consumers a lip product with a transparent ‘fresh’ looking finish, while inhibiting its tendency to transfer onto another surface like a mask or cup.