BAUM is centred around the notion of harmonising with nature, a concept which has been valued by the Japanese people for centuries, said Shiseido.
“With the launch of BAUM, Shiseido aims to realise a sustainable society, where people live in happiness through its core business of beauty,” said a Shiseido spokesperson.
According to the company, BAUM’s skin care products are centred around support healthy skin through fundamental factors such as hydration and building a strong environmental defence.
The spokesperson told CosmeticsDesign-Asia that the launch of BAUM is in line with the Sustainable Development Goals (SDGs) set by the United Nations.
“Initiatives around the Sustainable Development Goals (SDGs) are strongly encouraged around the world. We believe that there are also many customers who prefer natural, eco-friendly and high-end cosmetics,” she said.
The representative added that the brand will be targeting busy urbanites, mainly those in their thirties, who will consider a brand’s environmental initiatives.
She noted that the company has observed an increasing number of such consumers who place importance of a company’s or brand’s attitudes towards social responsibility and environmental considerations.
BAUM is scheduled to launched at the end of May via the firm’s prestige division, which consists of brands such as SHISEIDO, Clé de Peau Beauté, IPSA, NARS and Laura Mericier.
It will be unveiled in Japan first via a brick-and-mortar store and is set to launch with 27 products ranging from skin care, fragrance and home fragrances.
According to the spokesperson, the company hopes to introduce the brand into the wider Asia region ‘in the near future’.
To further its environmental initiatives, the company has partnered with Japanese wood furniture manufacturer Karimoku Furniture to recycle wood offcuts from its manufacturing process.
These offcuts are utilised in the brand’s packaging and cosmetic formula. According to Shiseido, 90% of the formulas are of natural origin, including the fragrances which are derived from trees.
Shiseido will also work with Karimoku Furniture to restore fine-quality oaks collected in Japan’s Tohoku and Hokkaido regions.
It noted that all its cosmetic products are compliant with ISO16128 and have natural origin index of more than 90%.
Additionally, the firm is collaborating with Sumitomo Forestry Company to plant oak trees starting in 2021.
As part of its eco-initiatives, the brand will utilise bio-based PET and recycled glass and offer a refill-service at its stores to promote reducing and recycling habits.
The spokesperson said the company is considering expanding the refill concept and other eco-friendly initiatives to other brands.
“Since the launch of our first refill products in 1926, we have developed various kinds of environmentally friendly packaging, based on the philosophy that the earth creates all value.
“Shiseido has been working on solving social issues and reducing environmental burden as a company and that will remain vital for the next 100 years and beyond,” she said.