The new skin care collection, named Shiseido Essential Energy, was unveiled at the Shiseido Ginza Building in Ginza, Tokyo.
Science behind skin care
Shiseido’s latest entry into the Japanese, Asia Pacific (APAC) and global skin care sphere has been inspired by neuroscience and features ReNeura technology.
In an effort to address “a growing concern among women in their 30’s that their skin is becoming increasingly desensitised to skincare”, the ReNeura technology-inspired skin care products aim to bring together science and nature in one collection.
Shiseido’s ReNeura technology “activates the power of touch to awaken unresponsive skin and to boost the effectiveness of skincare products,” the company expressed in a recent press release.
Shiseido prepares for its newest move into neuroscience with the global launch of its latest Shiseido essential energy range in January 2018.
Building emotion into science
The formulation contains an active response powder that is “made of malleable spheres that guide the skin’s senses to detect information and damage in real time”. Ashitaba also promotes regeneration and “helps preserve and sustain the energy required for efficient sensory transmission” to ultimately bring out “lasting beauty”.
In the run-up to the release, it influenced the commissioning of an art installation by Wow, a visual design studio.
Entitled ‘Neuro_surge’, the artwork “brings to life the breath-taking neuro-fusions that power the human mind”, Shiseido stated. As the company strives to “continuously push the boundaries of science, breaking through today’s limitations on skin care”, it draws upon Japanese philosophy and sustainability.
It leverages ReNeura technology in an effort to enhances the "healthy appearance of the skin, combating the dullness and dryness associated with skin non-responsiveness", along with reducing fine lines, increasing smoothness and a dewy-fresh glow.
The Shiseido essential energy product line-up will feature a moisturising cream, a moisturising gel cream, a day emulsion (available in Asia) and a day cream (available in Europe, Middle East ＆ Africa and Americas).
Shiseido essential energy products contain a variety of ingredients inspired by Japan, including Assam Tea Extract and Pearl Extract to inhibit double carbonylation of the stratum corneum and the dermal proteins, Scutellaria Baicalensis root extract to suppress oxidation of lipids and Citrus Unshiu peel extract to promote the production of epidermal hyaluronic acid.
The range has been designed and packaged with handcrafted tea bowls used in Japanese tea ceremonies in mind, and comes in 64 shapes and graphic designs.
Shiseido has also devised a marketing campaign that encourages target consumers to engage in the sensory appeal of the range by “experiencing how the power of touch can awaken your skin and senses” through using the hashtag "#myessentialenergy”.