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.

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.