Shiseido Haku Melanocool White Solid

Shiseido's HAKU celebrates its 10th anniversary this year with the launch of Melanocool White Solid on 1 March in Japan. This is an emollient solid cream that is meant to be stored in the refrigerator (not in the freezer) and melts like butter on the skin, keeping it thoroughly hydrated. Simply use the included spatula to scrape two pearl sizes for one application. It is formulated with Shiseido's patented 4MSK complex (4-methoxysalicylicate) to suppress the formation of melanin, extracts of ginseng, green tea and Angelica acutiloba, plus hyaluronic acid and glycerin. The regular size retails at 10,000yen for 45g while the 10g trial size is 2300yen. HAKU has reigned as the number one whitening beauty serum in Japan for the past 9 years with more than 17million units sold.

Maquillage Website Update

The Maquillage website has been updated with the new Spring/Summer'09 base makeup collection.

New ad visual featuring actress Ryoko Shinohara. You can also watch the 15-second TV CM on the website for the new Lasting Powdery UV Foundation, which is touted as capable of lasting 8 hours. Other new products include Styling Keep Base UV, Concealer Stick EX and Pore Perfect Cover.


And if you miss former Maquillage spokesmodel Ito Misaki, do check out her TV CM for Shiseido's whitening skincare brand, Haku. The ad visual makes her look stern and humorless but the TV CM is much more visually arresting.