Japanese cosmetics company Shiseido has launched Waso, a line of care products designed to attract a younger clientele than the label’s usual target audience.

In Japanese, “wa” means peace and harmony while “so” means inspiration, idea and thought.

Contrary to other Shiseido care lines, which opt for strong colours like red or black, Waso features soft and pastel colours. The range includes refreshing gels, cleansing gels and moisturisers, while ingredients include carrots, honey and tofu.

As the new products filter into Europe next month, Shiseido has chosen multi-ethnic ambassadors to promote them under the artistic direction of Viviane Sassen.

In the first quarter of this year Shiseido grew by 17.6 per cent in Europe, the Middle East and Africa.