Shiseido unveils new Perfect Cover foundation series

Shiseido has unveiled the new Foundation MV Series, which comprises three products and nine items under its Perfect Cover brand.

Scheduled to launch this month, Perfect Cover Foundation MV, Powder MV, and Cover Oil Cleansing are intended to address various discolouration concerns and unevenness of the skin.

The long-lasting, transfer-proof, and easy-to-apply foundation series is designed to provide a natural finish and precise coverage.

Shiseido developed the series after conducting multiple research and development (R&D) activities to meet consumer demands for covering complex skin concerns such as dullness and dark spots caused due to side effects of cancer treatment, and unevenness, as well as red discolouration by burns.

The series will be available at Shiseido Life Quality Beauty Centre in Ginza, Tokyo, and additional Japanese retail channels.

The firm originally launched the Perfect Cover Foundation series with photochromic technology in 1995 to provide a natural finish for skin problems.

The Perfect Cover Foundation is currently available in select Asian countries such as Japan, China, Hong Kong and Taiwan, with plans for expansion into other international markets such as the US and Europe by 2020.

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Image: Perfect Cover Powder MV. Photo: courtesy of Shiseido Company, Limited.