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Shiseido 'Sidekick' hones in on skin care concerns for Gen Z men

Japanese cosmetics maker chases new fans with sneaker-inspired designs

Shiseido's Sidekick brand uses minimal plastic and features bold lettering, aiming for a more sporty aesthetic geared toward young men. (Photo by Yuki Masuda)

TOKYO -- A longtime leader in Japan's cosmetics industry, Shiseido is branching out into a new demographic with a brand of skin care geared specifically toward Gen Z men.

Named Sidekick, the brand currently offers five different types of face wash, as well as a moisturizer and sheet mask. The products come in colorful glass and aluminum packaging with the brand name emblazoned across -- a design inspired by collectible sneakers, and a departure from Shiseido's usual classic aesthetic.

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