Shiseido has developed Fullmake Washable Base, the worlds first make-up base that enables cosmetics to be washed off using only warm water.
“This product not only serves as a foundation, to help create a beautiful complexion, but it also has the advantage of enabling make-up to be removed without using cleanser.”
This product has been achieved by using Veil Action Polymer, a new material unique to Shiseido.
“The Veil Action Polymer itself mixes easily with water, but this polymer also contains an ingredient called a warm water sensor. So, it doesn’t easily mix with cold water, but in warm water, it reacts and flakes off easily.”
The top picture shows make-up using a regular base, and the bottom picture shows make-up using this newly developed base. Each has been applied in the same way. If you rub warm water, about 40 degrees C, into the make-up, both the base and the cosmetics on top wash off easily.
“Many customers who’ve previously used cleanser wonder if this product really has washed off completely. But when people check, by wiping their face with cotton wool afterwards, they’re often amazed to see there’s absolutely no color on the cotton wool. So, we think this product has a really good cleansing effect.”
This new product is priced at 1,050 yen (~US$12) including tax. It was released on December 12, through Shiseido’s Watashi Plus Web site, and will be available in stores in Japan from early March 2013.