New Foundation Series Makes Its Debut to Solve Serious Skin Concerns

Shiseido will launch a new Perfect Cover Foundation MV Series (three products, nine items) from its Perfect Cover brand on Saturday, October 21, 2017 in a bid to solve various concerns over skin discoloration. Perfect Cover offers a solution for skin troubles that are difficult to conceal with normal foundations.

Perfect Cover Foundation MV Series realizes ease of application by bringing together the functions that were featured separately in the conventional Perfect Cover Foundation, such as correcting skin color and unevenness of the skin. Furthermore, the new series has been further enhanced to make it long-lasting, transfer-proof and easy to apply for a more comfortable makeup wear.

Since its establishment, Shiseido has been engaged in research and development on cosmetics combining the “hardware,” i.e. production and performance of products, and the “software,” i.e. their psychological effects. Shiseido leverages　the results of this R＆D to help each consumer realize their own beauty and enrich their mind.
In postwar, there were many people who had serious skin burn resulting in concerns over their skin and appearance. Wishing to reduce the mental burdens faced by such people, Shiseido developed a foundation called “SHISEIDO Spots Cover” in 1956.

After that, in 1995 the company released Perfect Cover Foundation series which featured the photochromic technology and provided a natural finish for skin problems such as nevus, scars, or burn marks. Through these and other initiatives, Shiseido has been striving to improve the QOL (quality of life) through cover makeup.