10 – The heat is on: Shiseido files a patent for heat-enabled formula which can enhance effects of make-up
In September, Japanese cosmetics firm Shiseido Company filed a patent for a new colour cosmetic formula designed to be heated up before use, which it claims can enhance its effects.
According to its international patent, Shiseido developed a formula and a device which would allow the application of make-up at temperature of 30°C. to 70°C.
The maker of SHISIEDO, Anessa and Clé de Peau Beauté claimed that warming up colour cosmetic formulas would ensure augmented effects.
“It has been clarified that a higher effect can be obtained by using warmed make-up than by using cosmetics at room temperature, and it has become clear that cosmetics used by warming – hereinafter, make-up for warming use – are beginning to be developed,” said Shiseido in its patent filing.
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