High-end makeup brands are targeting young Gen Z girls (and boys)

Japanese skincare company Shiseido has years of experience marketing anti-aging treatments to adult women. But the company recently launched a new brand geared toward high school-aged girls. Posme debuted on January 16 as part of the company’s long-term strategy. Its first release is Play Color Chip, a multi-use product for lips, cheeks or eyes that currently comes in eight colors and is specifically marketed to girls aged 14 to 18 years. Shiseido did its homework with this makeup. The company conducted research with more than 150 high school girls, learning details about their favorite colors, their daily makeup routines, the quality of products they use, price points and more. They also looked at the way girls interact with each other when using makeup. Using the data collected from this study, Posme was born.