Shiseido launched 5S - its lower-priced answer for the 18 to 30 set -- with a Soho store in 1998. The brand carries bath and body products that appeal to the five senses, available in energizing, refreshing, nurturing, calming and adoring. It also offers color cosmetics and is (or perhaps was?) set to launch its first fragrance, called Metasense, in October.

Shiseido just moved the headquarters and product development for 5S from Tokyo to New York last June. The move was part of an effort to make the brand more American, and reflects the company's struggle to get the collection off the ground in brand-loyal Japan. Unfortunately, the move to focus on the U.S. market may have been too little, too late.