How Did a “Frozen Serum” Come to Life?
Shiseido’s Pursuit of New Value Creation Through Sorbet Serum

A New Beauty Habit: Where Expertise Meets Intuition

How did Sorbet Serum come to life? Behind its creation lies Shiseido’s distinctive approach to product development—one that carefully observes subtle shifts in consumer behavior and continuously challenges the boundary to create unprecedented value. To go behind the scenes of its development, we spoke with Maki Hatakeyama of the New Value Product Development Group, New Value Management Department Shiseido Japan Co., Ltd., and Nao Suetaka of the Brand Value R&D Institute Shiseido Company, Limited.

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Creating the Markets of Tomorrow: The Mission Behind “New Value Creation”

Shiseido has a dedicated team focused on breaking beyond traditional brand boundaries to cultivate new markets and opportunities.

The goal goes beyond simply launching new products. As consumer values shift and create needs that standard approaches cannot fulfill, we strive to uncover entirely new markets and shape a new beauty culture.

Hatakeyama, a member of the New Value Product Development Group, shares the mission.

Hatakeyama describes these early signals as “pockets of hidden needs.”

Hatakeyama: “For example, non-silicone shampoos—which are now common—didn’t always exist. Introduced into a market dominated by silicone products, they became a new standard, especially among younger consumers. Similarly, we aim to spot emerging beauty trends that break away from the mainstream and turn a tiny ripple into a massive wave.”

By staying attentive to subtle online trends and unarticulated consumer desires, the team uncovers new potential. This approach is rooted in a guiding philosophy Hatakeyama has held throughout her long career in product development.

Hatakeyama: “To me, cosmetics are about dreams. They have the power to bring our aspirations—the vision of who we want to be—to life. I want to imagine the dreams of everyone who uses our products and help bring them to life, even in small ways. That core belief has never changed.”

Yet, turning innovative ideas into real products requires robust research and development capabilities. Suetaka from the Brand Value R&D Institute explains the research team's crucial role.

By combining marketing that catches subtle consumer shifts with insights from years of research and development, Shiseido creates entirely new beauty experiences. One iconic result of this approach is "Sorbet Serum," a product designed to be used frozen.

Turning the Scorching Heat into a New Beauty Experience: How the Sorbet Serum Came to Life

Using cosmetics frozen. Behind this concept was a marketing strategy aimed at more than just creating hype—it was about addressing shifting social environments and consumer mindsets. The true catalyst for development was the intensifying summer heat year after year.

Hatakeyama: “Temperatures are rising globally, and terms like ‘scorching heat’ have become part of our everyday reality. It all started when we asked ourselves: How can we create new value that helps people stay comfortable and enjoy their summer?”

The turning point was discovering “ice slurry” technology at an exhibition. Seeing liquid transform into fine, icy crystals sparked the idea of applying this technology to skincare. That revelation directly led to the concept of a "frozen serum." Around the same time, ice-based skincare and routines celebrating intensely cooling experiences were trending among younger generations on social media.

This convergence of severe summer heat, ice-slurry technology, and real consumer insights launched the development of Sorbet Serum. Because the product was entirely unprecedented, however, the team immediately encountered significant hurdles.

Suetaka: "Because Shiseido had never created a product to be used frozen, we started by establishing new quality assurance standards. Teams from research and development, marketing, and quality control held countless discussions, gathering around prototypes to work through every detail."

The goal was more than just a cold serum. It needed to scoop out like a sorbet, melt instantly on the skin, and absorb smoothly. Crucially, the formula had to remain stable both frozen and at room temperature—a feat achieved through extensive trial and error.

Suetaka: “It couldn't be too hard or too soft. We were obsessed with finding that sweet spot—a texture that melts effortlessly the moment it hits the skin.”

Addressing summer skin concerns like dryness, two product lines were developed: “Fresh Clear” and “Juicy Plump.” “Fresh Clear” focuses on hydration and radiance, with Vita-C^*2, glutathione, and glycerin. “Juicy Plump” targets hydration and pore care, featuring niacinamide, soluble collagen, and glycerin. Both products also contain the shared moisturizing ingredients CICA^*3, allantoin, and glycerin. The formulas were designed not just to deliver a cool, refreshing sensation, but to provide deep, lasting hydration for summer-damaged skin.

1. *2: 2-O-Ethyl Ascorbic Acid
2. *3: Centella Asiatica Leaf/Stem Extract

What enabled the team to bring the product to market in an unusually short timeframe was close collaboration across departments.

Hatakeyama: “Management really backed us, emphasizing that the intense heat was all the more reason to get this product to as many people as fast as possible. That sense of urgency brought everyone together, with production and other departments stepping up to make it happen.”

After its launch, the product generated a major splash across TV, print, and social media. Consumers reacted enthusiastically, expressing excitement over such an innovative move from Shiseido and calling for the limited-edition item to become a permanent staple in the lineup.

Sorbet Serum is the direct result of aligning with evolving consumer behavior, powered by Shiseido’s exceptional research and development and commitment to quality. Its development process epitomizes the company's ethos of value creation: continuously creating new markets from the ground up.

New Value Created by a Diverse Workforce

Sorbet Serum came to life not through one person’s idea alone, but through seamless teamwork across marketing, research and development, manufacturing, and quality assurance. Steering this project were Hatakeyama, who brought years of marketing expertise, and Suetaka, a promising young researcher at Shiseido’s innovation center.

At the New Value Product Development Group, innovation stems from bringing together diverse talents and perspectives. The team's creative journey is guided by a simple yet powerful catalyst—a shared quest to build products that spark true excitement.

Hatakeyama: “Our team brings together people with diverse backgrounds to explore what kind of cosmetics genuinely excite us. Through continuous dialogue and brainstorming, constantly pushing boundaries to create new value.”

While Hatakeyama assessed the broader business opportunity, Suetaka leveraged her academic background and the fact that she naturally shares the same age and mindset as the target audience, infusing the product with genuine generational insight.

As an unprecedented initiative, the frozen serum started with no guarantee of success. In the beginning, it was unclear if such a product could actually be realized.

Hatakeyama: “A product is never a solo effort—an idea on paper means nothing if you can't execute it. At first, it felt like an uphill battle, but Ms. Suetaka and the research and development team jumped right in, saying they'd find a way. Their determination to keep testing until they got it right gave us immense confidence”

Suetaka also reflects that Hatakeyama’s enthusiasm spurred her on to take on the challenge.

Suetaka: “It was Ms. Hatakeyama's sheer passion for the project that made me want to do whatever it took to bring it to life.”

This youthful perspective shines through in the finer details of the product. Take, for instance, the phrase “MIX MIX MIX” printed on the lid—a clever detail that intuitively signals to consumers that the frozen serum needs to be stirred before use. Suetaka conceived the idea after taking inspiration from ice cream packaging. The overall design strikes a thoughtful balance, combining the playful fun of a sorbet with Shiseido’s signature elegance.

Hatakeyama: “Trends are evolving at an incredible pace today. That rapid shift only strengthens my desire to create innovative, new value right here from Japan”

Bringing Sensory Beauty From Japan to the World

The New Value Product Development Group aims to do more than just launch new products. Its true goal is to foster new beauty habits —ultimately expanding them into innovative markets and a rich new beauty culture.

Suetaka: “My hope is that this product inspires a lasting habit of using frozen skincare, establishing an entirely new category. Moving forward, I want to keep creating products that spark genuine excitement across all ages and genders.”

Looking to the future, the group aims to create value that speaks directly to the senses

This challenge has also unlocked new possibilities for research and development.

Suetaka: “Products grounded in consumer needs often trigger new inspiration for fundamental research. This synergy goes both ways. I believe there is vast opportunity not just in new technology, but in applying our rich foundation of expertise from a fresh perspective.”

Hatakeyama agrees, emphasizing that creating new value isn't just about making something from zero—nor is it restricted to completely new tech or discovery.

Hatakeyama: “We have decades of accumulated technology and formulas at Shiseido. Even an idea from 10 or 20 years ago can become a breakthrough if we reframe it for modern needs. By looking at our heritage from a fresh angle, I hope to cultivate a new beauty culture from Japan.”

Combining an intuitive grasp of modern lifestyles with a deep heritage of scientific expertise, Shiseido remains dedicated to crafting unprecedented beauty experiences and bringing a fresh perspective on beauty from Japan to the world.