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Thursday, January 17, 2013

Innovative new makeup primer from Shiseido (you HAVE to see this)

Reader Taylor sent me a link to a video that I just had to share with you. Take a minute to watch this demonstration of the new Shiseido Fullmake Washable Base:


So...what do you think? I'm fascinated by it but, at the same time, I'm wondering if the base itself will be easily removed with only warm water? The guy in the video says that when people tried it, they ran cotton over their faces afterward and didn't see any color. So that proves that the makeup is gone, but what about the base

Anyway, I'm intrigued, but I think I'll need to see some reviews first before I go running to my local Asian markets in a crazed search for this product. What about you? Would you try it?

Thanks so much, Taylor, for the link! 

38 COMMENTS:

  1. They mention in the video that the base comes off along with the makeup!

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    1. I saw that, but I guess I'm just skeptical. But that won't stop me from trying it if I find it though! lol! :)

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    2. I think the demonstration of where they were "peeling" the base in warm water proves that it does come off. But yeah it's better to try it out yourself.

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  2. Shiseido is sold at Sephora and department stores like Nordstrom and Macy's. I doubt you would be able to find it at Asian markets...

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    1. They also sell Shiseido along with other higher end makeup at Japanese markets like Mitsuwa

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    2. Only Shiseido-US products are sold in US department stores. There's literally hundreds (if not thousands) of Asia-only products by Shiseido that you will NEVER see in US department stores, including haircare lines (several of them), skincare, body care, etc. In fact, the percentage of Shiseido-US products is teeny-tiny compared to the full Asian range of products (which are sold only in Asian markets here in the US, and online). To get an idea of the Shiseido-Asian beauty products that you cannot purchase in US department stores, click here.

      I believe this product, judging from what was said in the video, might only be available in the Shiseido-Asia line, which means you'll have to get it at Asian markets here in the US (or online at places like Sasa.com).

      Hope that clears things up a bit for you!

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    3. There is a Shiseido store in Chinatown where I live!

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  3. What I'm wondering is...what happens when you sweat?

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    1. My thoughts exactly! If you live in a humid climate this stuff will be pointless.

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  4. Shiseido is an Asian brand. Most Asian "markets" have leased counters.

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    1. Please see my comment above for my explanation of this. The markets I frequent (like Mitsuwa Maketplace and Nijya Market) don't have "counters" since the products themselves, specifically things like haircare, are considered mid-range and are quite affordable--$7 for shampoo, etc. Shiseido-Asia has SO many lines of products ranging from high-end to what we would call "drugstore" here in the US. And based on the price point of this makeup base, it looks like this is going to be a lower-end product for the Asian market, which would mean you could probably find it at places like Nijiya Market, etc.

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    2. I think there is a Shiseido store inside Ranch 99 which may have a better selection

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  5. My first thought: this kind of makeup would be *terrible* in 115 degree Arizona summer heat. Might be useful for some people, but I'll stick with my long-wearing Revlon ColorStay!

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  6. I wonder how it works on hot, humid days, when one's face is all sweaty?

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  7. It's like the glue base coat trick for your face! lol Cool concept though.

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  8. I had to watch the video twice until I shouted out "WHAT?!" It's amazing to see what new ideas and technologies are brewing in the makeup world.

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  9. Holy Cannoli! This is so intriguing!

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  10. I think people who keep commenting that it would never survive their local high temps forget that Japan is an island country that has extremely hot and humid summers... I sincerely doubt Shiseido would create a makeup base that slides off in high temps.
    Speaking of, I wish American companies would get with the Asian practice of releasing summer/winter formulations of base makeup!

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    1. Yes it does get warm/humid there, have a friend moving to Japan soon.... Hmmm might be a good source for this stuff :)
      And I wish we would have that too- seasonal releases of base makeup like they do. I struggle with this every year!

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  11. I"m intrigued, but I kind of *like* washing my face. Even if the makeup rinses off, I still need to use a cleanser or I break out from too much oil. And what about daily dirt or grime or whatever that just gets on your face throughout the day? I'll be curious about reviews, though.

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  12. I just returned from Japan! I heard about this product and needlesstosay--I am a bit skeptical, as a bunch of my Japanese friends.

    The concept is great but Shisiedo always tends to boast a little (a lot...LOL) about their products, haha!

    As you mentioned G, Shisiedo has products ranging from shampoos to makeup removers and facial cotton (which I adore!). The brand can be found in drugstores like 7/11 and in high end department stores for other products. They are perhaps the most popular/known cosmetic company in Japan, probably like L'Oreal is in the US (okay, maybe not that big, haha!)

    Anyways I'll be returning to Japan in March for spring break and I will definitely be looking out for this one. (:

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  13. I'd be too worried that if I went out in the rain or cried my makeup would come sliding off.

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    1. rain & tears aren't warm enough. rain is actually cold

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  14. ...this does the EXACT opposite of what I want my makeup to do lol

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  15. OMG this looks too amazing. I personally may get a little worried about makeup melting in extreme heat, but I think rain or crying should be fine since the video mentions that you need warm water for it to work.

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  16. I'm not worried it will melt in heat (it looks like it requires a good amount of wetness that goes beyond sweating, if you watch the video), but I am curious if this would be okay with acne-prone skin.

    I'm excited, and I'd try it.

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  17. That is fascinating. I too, wonder about the effect of sweat and heat on your makeup. I use a glycolic acid cleanser, so I think my cleanser is an important part of my skin care, but I am still just completely intrigued. I would definitely try it just to try something so unusual!

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  18. BTW, their press release prices it at 1,000 yen, which is about $11 US. Reasonable, depending on the import markup here.

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  19. I don't really see the point of buy a high end primer that was made centrally around the the concept of REMOVING makeup? Primers are supposed to keep your makeup ON. Honestly this sounds kind of silly and pointless.

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  20. I was an exchange student in Japan for a year and I have to say that living there gave new meaning to the words "hot and humid"! Japan is ridiculously humid in the summer, so I'm hoping that this product would address that, since otherwise, everyone's makeup will be melting off in July and August.
    Japanese makeup (and most of their items in general) were always so cute/helpful and light years ahead of whatever we had in the US. Sadly, since most Japanese are fair skinned or want to be, the range selection on makeup wasn't the best.

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  21. Very interesting. I will likely buy it if the reviews are good :D

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  22. I am not sure I understand the point of this. The selling point is that you only need water to remove makeup? Is it to avoid soap? Seems like a strange thing to have created. I never knew that people disliked cleaning with cleaner.

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  23. I need this product in my life right now. I can't wait to try it out!!!

    Beauty Challenged

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