On September 10th, Shiseido held a launch event at the Shiseido Ginza Building for its new makeup brand, "MAQUillAGE," the third part of its marketing reform. In preparation for the brand's development, the company conducted a survey of women in their 20s and 30s. It revealed that while more than half currently view makeup as "grooming/habit" (51.0%), they ideally want to wear it for "fun/enhancement" (48.3%). The survey also revealed that, having overcome the stagnation caused by the Lehman Shock and other events, women are shifting to a more "positive/aggressive" attitude. The new MAQUillAGE offers exciting makeup that adds a "subtle sheen and sexiness" to women who now seek not only "cute" but also "glamour" and "sexiness." The key word is "lady," which will boost your inner femininity. Maquillage will evolve into an unparalleled brand that is cooler, more glamorous, and more elegant than its current image. The first product, "Dramatic Rouge" (no print price), will be released on November 21st. The beauty oil discovered through 130,000 different combinations has been transformed into a lipstick, locking in moisture while offering clear color, long-lasting shine, and a smooth texture. Kiko Mizuhara, who continues to be featured as an advertising model, appeared at the event. "It's about time I graduated from being a 'girl.' My ideal is a 'lady,' someone who is elegant, refined, and even playful," she said. Regarding Dramatic Rouge, she said, "Even on set, where lips tend to dry out, I don't need lip balm. The key color, 'Innocent Glamour,' is a mature yet translucent red that can be worn every day." She captivated the audience with a charming blown kiss. Advertisements featuring new model Hasegawa Jun will begin airing on television, in magazines, and online from mid-November. The product will be sold in approximately 11,000 drugstores and department stores nationwide, and will also be released in nine Asian countries and regions, including South Korea and Singapore.