Shiseido is launching a new brand of skin-care and body-care products targeting Japanese Millennials. Called Recipist, the line will include a total of 27 products and will go on sale from Nov. 1. The new brand will target "digital natives," namely women in their early 20s. In a release, Shiseido said these consumers have fewer skin troubles than previous generations, but that sometimes their skin's balance is disrupted due to factors related to lifestyle or insufficient care. Derived from the word "recipe," the brand name is meant to invoke a sense of empowerment among young women, the idea being that customers can create unique, individual lives and beauty. Recipist will only be sold online only, through Shiseido's own e-commerce platform and on other sites such as Amazon. Marketing efforts will be centered around social media, since Millennials in Japan tend to live their lives through their smartphones.