Tradition Passed Down Through Innovation:
The Birth Story of the New ULTIMUNE,
Embodying Shiseido’s DNA and Expanding Global Influence

May 26, 2025

Echo LO, Chief Brand Officer, SHISEIDO Global Brand Unit

Shiseido has created beauty through the fusion of art and science since its inception in Tokyo’s Ginza district in 1872. SHISEIDO, the brand that carries the company, Shiseido’s name and the iconic camellia mark, is known for its signature beauty serum: ULTIMUNE™ Power Infusing Serum. Since its launch in 2014, this product has won the hearts of customers around the world. In March 2025, it evolved once more, drawing on cutting-edge scientific knowledge and technology, and was reintroduced as the New ULTIMUNE.

We spoke with Echo Lo, SHISEIDO’s chief brand officer, who is leading the brand’s growth from a global perspective. She shared the story behind the product’s creation and her vision for the brand’s future.

INDEX

Refining our Sense of Art and Science - Innovation is Fulfilled When People are Inspired

ART as a way to differentiates from others

The meaning of SHISEIDO as a Japanese beauty icon

A pioneer of empowerment

Echo LO, Chief Brand Officer, SHISEIDO Global Brand Unit

Echo LO joined Shiseido's Tokyo headquarters in 2011. After working as the Manager of Global Marketing for the Asia Pacific region, she was put in charge of business strategy. She served as CMO at Shiseido Taiwan. In 2024, she was appointed Deputy Chief Brand Officer of brand SHISEIDO and has been in this current position since January 2025.

SHISEIDO’s Unique Products

●"EUDERMINE": Launched in 1897. A long-selling skincare lotion that continues to have many users even after 128 years.
●"REVITALESSENCE SKIN GLOW FOUNDATION": released in 2024, is a hit product known by the nickname "foundation serum." It has gained attention for its innovative concept of encapsulating foundation within a serum.
●"ULTIMUNE": since its launch in 2014, ULTIMUNE serum won 269 beauty awards worldwide. (Note: total number of awards won globally since the launch of the original product in 2014, as of December 2024.)

About SHISEIDO

Refining our Sense of Art and Science - Innovation is Fulfilled When People are Inspired

―What does the New ULTIMUNE feature?

Echo:　SHISEIDO’s mission, Move Beauty Beyond Limit, is driven by the fusion of three core values: BEAUTY, ART and SCIENCE.

To bring this vision to life, we have been continuously updating ULTIMUNE’s formula, exploring new ingredients to shape the future of beauty.

The development of this product began with insights gained through joint research with world-class dermatological institution. We set out to create technology that could deliver carefully selected beauty ingredients to all 30 million cells of the stratum corneum (the outermost layer of the epidermis).

Our journey led us to Power Fermented Camellia+^*1, developed from the Japanese camellia—the symbol of the brand SHISEIDO. We upcycled camellia oil cake, a material usually discarded in large quantities, by fermenting it with ki koji, the traditional mold used to make sake. Just 2% of the extract from this process contains 14 types of amino acids, which nourish the skin and enhance its beauty.

―I see that the camellia is also part of SHISEIDO’s iconic mark.

Echo:　Yes. The camellia mark was designed by the first president, Shinzo Fukuhara, in 1915.At the time, camellia oil was one of Shiseido’s most popular products. The choice to feature a distinctly Japanese motif reflected a desire to appeal to international markets.

The camellia is native to Japan and known for its vitality. Camellias from the Goto Islands especially bloom robustly even in harsh environments. The petals, leaves to seeds― virtually every bit of the Gotoh Island camellia plant ― is utilized in making the New ULTIMUNE. This minimum waste reflects our focus on sustainability and concern for the ecosystem of our sourcing locations.

What’s also exciting is that Power Fermented Camellia+^*1 draws inspiration from traditional Japanese fermentation techniques.

I hope that incorporating it into your skincare routine will bring confidence and vitality to your skin, redefining how we experience aging.

―Was there anything you opted not to change this time around?

Echo:　ULTIMUNE is a beloved product around the world. Along with investing in the latest achievements in dermatological research from around the world.

From the very first generation, ULTIMUNE has been recognized for its rich yet refreshing texture and the smoothness it brings to the skin. We preserved that signature feel while enhancing moisture retention and increasing the naturally derived index to 91%.^*2 In doing so, we also advanced the product from a sustainability perspective.

―So, you’re evolving it while retaining what needs to remain the same

Echo:　We focused on our highly acclaimed fragrance. While retaining the well-loved green floral scent, we upgraded with Matsurika, a natural fragrance ingredient to promote a deep breathing effect that calms the mind and body. It’s a small but meaningful way to enhance ULTIMUNE’s sensory appeal.

Each department played a role in maximizing brand value—from adapting the manufacturing process to accommodate more natural ingredients, to redesigning packaging that’s both sustainable and luxurious. This launch was only possible because we worked across boundaries, closely cooperated, and mobilized the capacities of the entire company.

ART as a way to differentiates from others

―What role does ART play in this launch?

Echo:　The New ULTIMUNE campaign centers on two keywords: #FreedomFromAge and #SlowAging. These ideas are brought to life in the striking red bottle, which contains the technology to redefine our relationship with time and aging. The camellia design on the bottle expresses this reimagining of time through the lens of science. The color red expresses strength and embodies the idea of “FREEDOM FROM AGE.”

―The red is quite memorable.

Echo:　Please try holding the bottle. The curved design, inherited from the first generation, conveys a dynamic force—repelling skin concerns and giving one a feeling of inner strength. We crafted it to feel good in your hand, making skincare a graceful and empowering daily ritual.

To bring science into people’s lives, it must also move their hearts. That’s where art comes in. It helps people intuitively feel, “This is beautiful” or “I want this.”

Art sparks emotion, invites engagement, and deepens resonance with the values behind the product. I believe that by creating this kind of emotional resonance, we can share new forms of value with the world.

The meaning of SHISEIDO as a Japanese beauty icon

―What does beauty mean to you, personally?

Echo:　To me, true beauty comes from believing in yourself. It’s about having confidence without self-doubt. Otherwise, it’s easy to lose your way, in a socially active world.

SHISEIDO offers value that nurtures self-belief, regardless of gender.

One of our greatest strengths lies in our commitment to scientific research. While many brands focus on marketing, we invest in foundational science. We explore the skin in depth and work toward long-term progress.

I believe this dedication reflects the essence of Japanese beauty—meticulous, thoughtful, and deeply rooted in both craft and science. This essence builds trust in the brand, satisfaction in use, and ultimately, a mindset of self-care and confidence.

In a world where information flows instantly, we need mindfulness to truly engage with time. I believe this essence will continue to resonate across generations. I want to protect it and carry it forward.

―What opportunities do you see as a leader at SHISEIDO?

Echo:　As one of the leading brands representing Japan, I aim to enhance the brand's awareness by conveying the richness of Japanese beauty to the world through offering attractive experiences relevant to the brand.

With SHISEIDO available in 90 countries and regions, we must think globally and act locally. Setting the direction for innovation requires a global perspective, but we also need close collaboration with each local market. Preferences differ from region to region, so local insight is essential.

Engaging with consumers through our commitment to quality and scientific approach is also very important.

I want to challenge conventional standards and create new history—delivering global impact through bold ideas, while taking thoughtful, detailed actions at the local level.

I’m also exploring markets where SHISEIDO is less well known and build a strong presence there.

―How do you approach challenges?

Echo:　In my current role, I always start with why. I focus on the future, connect ideas concretely, and balance logic with emotion.

For a leader, rational thinking is vital —but the market moves through emotion. Both are necessary. I believe in striking a balance between the two.

Globally, we need to embrace diverse perspectives, align with local needs, and remain flexible instead of pursuing one-size-fits-all solutions.

A pioneer of empowerment

―How does your global background influence your work at SHISEIDO?

Echo:　I was born in Taiwan and raised by grandparents who spoke Japanese. My parents were influenced by American culture. Growing up between traditional Eastern and free-spirited Western cultures, I developed a perspective rooted in fusion—the blending of different elements.

Since its founding, Shiseido has embodied the union of Eastern and Western aesthetics and technologies. That vision aligns closely with my own strengths as a global citizen.

Shiseido has a 153-year legacy. Everyone knows SHISEIDO, with its rich archive of innovation. I feel honoured to lead this brand and am driven by the responsibility that comes with it.

My ambition is to enhance SHISEIDO’s identity by seamlessly blending ART, BEAUTY and SCINECE. Through this fusion, I aspire to redefine the essence of Japanese beauty and create a richer consumer experience—ultimately establishing SHISEIDO as the world’s most iconic and sought-after representation of Japanese beauty.

Just as Shiseido once brought Western culture to Japan and opened new paths for working women, I aim to continue that legacy, leading as a pioneer of diversity and empowerment on the global stage.