VIDIVICI, the premium beauty brand under Shinsegae International, has announced the launch of its 'Black Perfection Blur Fit Powder Foundation' (hereafter referred to as Black Powder Foundation), which combines the solid coverage of traditional foundations with the soft finish of powder.
This new product expands VIDIVICI's existing black base lineup, which includes the 'Black Cushion' and 'Black Liquid Foundation.' The strategy focuses on leveraging differentiated formulations and technologies to establish the black line as a core product group within the foundation category.
The newly introduced Black Powder Foundation aims to effectively conceal skin imperfections and pores while achieving a smooth and even skin presentation. To address common issues found in existing powder foundations, such as dryness and clumping, VIDIVICI redesigned the formulation. Utilizing 'Wet Press Powder' technology, they minimized powder fallout and achieved optimal moisture balance, resulting in a soft matte finish with even application and a creamy feel.
Additionally, porous powder has been incorporated to control excess sebum and enhance durability against sweat and moisture. This formulation ensures that users can maintain a fresh finish even in hot and humid weather, with coverage lasting for up to 72 hours. Reflecting the brand's philosophy of 'Skin Core Beauty,' ingredients like 'Black Alpha Complex™,' Ectoin, Niacinamide, Zinc PCA, and LHA are infused into the product.
The ease of use has also been prioritized. The product is packaged in a slim, portable case that's easy to hold one-handed, featuring a dense puff for application without clumping. It can be used alone for a complete base makeup look or as a touch-up post cushion or foundation application.
In Japan, a challenging beauty market, the new product has already garnered positive responses. During the pre-launch period, renowned makeup artist and influencer Hiro Odagiri showcased the product through YouTube content and live broadcasts, leading to rapid depletion of initial stock after its release.
VIDIVICI's 'Black Line' continues to experience strong sales on Qoo10 Japan as well. The new Black Powder Foundation is sold alongside the existing bestsellers, the Black Cushion and Black Liquid Foundation, contributing to a 124% year-on-year increase in base category sales on the platform.
A spokesperson from VIDIVICI noted, “Recently, consumers in the foundation market have increasingly sought products that offer both coverage and a lightweight, soft finish. We will expand our product line to meet diverse base makeup demands, thereby enhancing our market competitiveness.”
