India's premier luxury lifestyle women's magazine
Beauty
June 21, 2014

The ZA Effect

Text by Viseshika Sharma

Hiroko Watanabe, Head of the Skincare Development & Communication team at the Shiseido Research Center, reveals the technology behind Za

1. Za is a little more accessible than Shiseido brand, how does it benefit from the expertise of the brand?
As a group we do not separate the expertise between the luxury and premium categories, the ‘best in class’ Japanese Technology is adopted for them to give our consumers a superior beauty experience. All the brands share a common ideology – quality, safety, innovation and efficacy.

2. What are the major differences between the whitening ranges from Za and Shiseido?
The ingredients and textures have been customised to fit the target customers’ skin problems and skincare regime. Since Za targets metropolitan women in their mid-20s to early 30s who face the stress of everyday life, the products have been formulated to include whitening, moisturising and sun protection benefits. The textures are smooth and non-sticky and can be used year round.

3. What are the other ranges that we can expect to see from Za?
We will be starting with our highly effective whitening line Za True White, then a youth retention line with the breakthrough Intensive Triangle Technology – Za Perfect Solution, and a ‘skincare meets make-up finish’ product – Za True White Two-Way Foundation, that is available in four shades that best suit the Indian skin tone, and can be used dry or wet, based on preference or occasion.

4. What is the one product from the Za True White range that is an absolute must-have?
Za True White Day Cream combines the benefits of whitening, sun protection and moisturising all in one jar. The key is to use the Za True White Cleansing Foam first to cleanse the skin, so that the effective ingredients of the Za True White Day Cream can be absorbed easily.

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