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Apr. 28, 2017

Publisher: ShiseidoShiseido Japan

Product / Brand

Technology / R&D

“Shiseido Facial Expression Project” set to kick off

Shiseido to launch a new initiative to enhance women’s rich facial expressions using its new wrinkle reduction technique on Thursday, April 20, 2017

Shiseido Co., Ltd. will kick off the “Shiseido Facial Expression Project” on Thursday, April 20, 2017. The project is designed to liberate women to show their intrinsic rich facial expressions and helping them exude a radiant glow, thereby contributing to creating a beautiful world filled with expressions.

With our mission: “We inspire a life of beauty and culture,” we hope to be able to contribute to realizing a society that makes everyone in the world happy through beauty. To accomplish this mission, we have worked on research and development on a wide array of cosmetics. With regard to wrinkles, one of the skin troubles of a great many women, we have taken notice of pure retinol as an active ingredient early on and moved ahead with R&D spanning about three decades. As a result, Shiseido received recognition from the Japanese Ministry of Health, Labour and Welfare for “the effect and efficacy of a pure retinol formulation in reducing deep wrinkles” for the first time in Japan in February 2017.
With this innovative technique that allows women to improve wrinkles, one of women’s skin troubles, through their daily skincare as the nucleus, we are ready to unfold the Shiseido Facial Expression Project that traverses the brands with the aim of realizing our goal of “liberating women to show their intrinsic rich facial expressions and helping them exude a radiant glow if wrinkles impose constraints on their beautiful expressions, though wrinkles are not necessarily bad”.

Overview of the “Shiseido Facial Expression Project”

Under this project, we will move ahead with development of products bearing more than one brand that contain pure retinol as an active ingredient in a cross-sectoral manner. As the initial product, we will release the “ELIXIR SUPERIEUR Enriched Wrinkle Cream S” (quasi-drug) on Wednesday, June 21. The new ingredient and technology will be applied to other skincare items as well one by one.
Moreover, to convey how wonderful women who have rich facial expressions are, we will carry out a variety of communication activities concurrently. In terms of advertisements, starting on Thursday, April 20, we will put on the air a brand-new TV commercial: “Shiseido Expression Project Declaration Edition” using six actresses, i.e., Anne, Ms. Yuriko Ishida, Ms. Ryoko Shinohara, Ms. Kanako Higuchi, Ms. Yoko Maki and Ms. Rie Miyazawa (in the order of the Japanese syllabary), as models. With the broadcast of this TV commercial as the start, we will also disseminate information on the special website “Shiseido Expression Project” while implementing an in-store campaign or an on-the-street event sequentially in a bid to enhance women’s intrinsic rich facial expressions and bring a smile to as many women as possible.

Elixir Superieur Enriched Cream S

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Background of the Launch of the “Shiseido Facial Expression Project”

Under this project, we will move ahead with development of products bearing more than one brand that contain pure retinol as an active ingredient in a cross-sectoral manner. As the initial product, we will release the “ELIXIR SUPERIEUR Enriched Wrinkle Cream S” (quasi-drug) on Wednesday, June 21. The new ingredient and technology will be applied to other skincare items as well one by one.
Moreover, to convey how wonderful women who have rich facial expressions are, we will carry out a variety of communication activities concurrently. In terms of advertisements, starting on Thursday, April 20, we will put on the air a brand-new TV commercial: “Shiseido Facial Expression Project Declaration Edition” using six actresses, i.e., Anne, Ms. Yuriko Ishida, Ms. Ryoko Shinohara, Ms. Kanako Higuchi, Ms. Yoko Maki and Ms. Rie Miyazawa (in the order of the Japanese syllabary), as models. With the broadcast of this TV commercial as the start, we will also disseminate information on the special website “Shiseido Facial Expression Project” while implementing an in-store campaign or an on-the-street event sequentially in a bid to enhance women’s intrinsic rich facial expressions and bring a smile to as many women as possible.

*The content of the release is correct as of the time of release, but please note that it may in some cases differ from the latest information.