Shiseido launches facial expression project

By Natasha Spencer

- Last updated on GMT

Shiseido launches facial expression project

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The major Japanese player releases its new initiative, a facial expression project, to promote inner beauty in its female consumer base.

Inner beauty

On 20th April 2017, the multinational personal care brand released its recently-revealed wrinkle reduction technique that strives to appreciate facial expressions.

In creating its facial expression project, Shiseido announced in a recent press release that it “is designed to liberate women to show their intrinsic rich facial expressions and help them exude a radiant glow, thereby contributing to creating a beautiful world filled with expressions”.

Through the company’s ongoing mission to “inspire a life of beauty and culture”​,  Shiseido aims to partner beauty and happiness to deliver benefits on a wider scale to society.

Retinol research

Shiseido has committed to strong R&D initiatives that aim to support skin care regimes through reducing wrinkles by applying its research into using retinol as an active ingredient​. 

In its recent clinical study, the Japanese skin care product provider improved the visible appearance of wrinkles on its participants in nine weeks, after applying its retinol research and formulation process.

In February 2017, Shiseido was awarded by the Japanese Ministry of Health, Labour and Welfare for “the effect and efficacy of a pure retinol formulation in reducing deep wrinkles”​.

The company hopes that its latest commitment to facial expressions will hope to optimise beauty from within and maximise wrinkle reduction.

Through liberation, Shiseido strives to promote the beauty of facial expressions and prevent the constraints that wrinkles can have on expressions by stating that “wrinkles are not necessarily bad”​.

Embracing wrinkles

Further to its retinol research findings and encouragement of the beauty of wrinkles as part of natural facial expressions, Shiseido will release its elixir superieur enriched cream S (quasi-drug) on 21st June 2017. Following this release, the new active ingredient and technological development will be applied to skin care ranges to aid wrinkle reduction.

As part of its marketing campaign, the Japanese multinational company has invested in television advertisements entitled the “Shiseido Expression Project Declaration Edition”  featuring six actresses as models.

The expression project will also combine its digital presence on its website with in-store brick-and-mortar campaigns to maximise brand innovation, awareness and the growing need for multi-channel promotional strategies.  

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