Tepid Launch from Shiseido

Shiseido Co., Ltd. will launch Fullmake Washable Base, which is billed asthe world’s first makeup base that allows makeup applied over the top to be washed off using only warm water. Fullmake is said to free women from the stress of having to use a dedicated removal item when removing makeup. The product is available on online now and will hit retail stores in March, 2013.

The next-generation makeup base helps create a flawless cosmetic finish while allowing makeup to be washed off without using a makeup remover, according to Shiseido. After basic skin care steps, apply this makeup base before applying makeup. When it is time to remove your makeup, just scrub your face with warm water and the makeup, along with the makeup base beneath, will detach from the skin and glide off smoothly.

Company executives say Fullmake Washable Base saves women from the hassle of having to use a makeup remover. Users can feel more relaxed about wearing makeup, knowing that their skin can easily be restored to its natural state.