Shiseido has launched Sidekick, a premium skincare brand for Gen-Z men based on the brand’s core value of “hybrid” that combines two different elements to create new value.
 
The Sidekick hybrid skincare products are formulated by combining naturally-derived ingredients with advanced technologies, and not only address the specific skin problems of Gen-Z men, such as oily skin and dry skin, but also support the skin’s moisture barrier function with each use, creating a skin environment that is more resilient.
 
“We have positioned skin beauty as our core business and are expanding our skincare and other skin beauty brands in pursuit of becoming the world’s leader in this field by 2030,” said Shiseido. “We are also working on the development of men’s cosmetics in the skin beauty category.”
 
With the launch of Sidekick, Shiseido will focus on China where the men’s cosmetics market is booming and will target mainly the Gen-Z market whose growth rate is particularly high.
 
At the same time, in response to changing lifestyles and diversifying values, Shiseido will grasp the unique values of Generation Z and present a new, inspirational image of luxury.
 
Through these efforts, Shiseido aims to make Sidekick a Japanese men’s cosmetics brand strongly supported by Gen-Z men in Asia.
 
Sidekick is available starting June 1, 2022 in Japan through Shiseido Beauty Square, a hands-on, communication spot where people can discover, play, and share Shiseido’s beauty products and services, and from July 1, 2022 in China mainly through EC channels.

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