Visee Brand Renewal

Visee usually releases two big collections a year in January and June but it has been quiet since their last collection for Spring 2013. Turns out the brand will be completely revamped on 5 September in Japan with a new "Rich Glam" brand theme, positioning itself as the most fashionable makeup brand for ladies in their 20s. There will be a total of 29 products in 90 SKUs. Pics below by City Living Tokyo

New products include eight Glossy Rich Eyes palettes, blush quads and a Tear Drop Liner (see pic on here). The new black packaging looks similar to Anna Sui with more feminine touches than Kate. It's quite a departure from Visee's recent pristine white packaging. One rather unfortunate change for the brand is the shift to "no print price", like Maquillage and Coffret D'Or, which prevents the Japanese drugstores from discounting the brand. That's quite a pity as Visee is usually discounted by 25% to 30% in the major chains like Matsumoto Kiyoshi, making it very affordable. It could also put Visee at a disadvantage compared to its biggest competitor, Kate which remains a printed price brand.

Pic below by Frau which shows another two eyeshadow palette series. The series on the left side of the pic looks like the successor to Glam Nude Eyes.