“Life, the essence of beauty”: Shiseido launches limited edition on anniversary

02 Jun 2022 --- Beauty giant Shiseido is marking its 150th anniversary with the launch of three limited-edition products. They are marketed to symbolize “heritage, living innovation and future,” to encapsulate the theme of time to match its campaign, branded: “from life comes beauty.”

The campaign aims to promote conversations and thoughts about beauty and its connection to life and, in that way, extend beauty to “a more fulfilling future.”

Thematic product artistry
Based on Shiseido’s campaign, the products signify the past, present, and future. Its wrapping paper designs use arabesque motifs from the Taisho era (1912–1926) by Sue Yabe (former member designer). 

Also, the original design was turned into a three-dimensional form using the software. Afterward, it was photographed from different angles to be used as decoration for the containers and outer cartons. 

The flurry of angles is meant to express the dynamism of life.“Life, the essence of beauty”: Shiseido launches limited edition on anniversary. 

Connection between life and beauty
Shiseido is showcasing its theme of life as the essence of beauty with its life science research. This is created by uncovering the relationship between life and beauty.

“No matter how much the times change, people continue to seek beauty,” says the company. 

“In today’s era of uncertainty and hesitation, what kind of beauty are we seeking? Our conclusion is. Life,” says Ryota Yukisada, chief brand officer at Shiseido. 

“If people around the world, regardless of age, gender and region, continue the conversation about how beauty and life are related, we believe it will inspire changes for a better world.” 

Global campaign
Alive Ring’s campaign emblem symbolizes Shiseido’s life science research, symbolizing life and beauty. The interviewees include 150 people of various ethnic backgrounds, genders, and ages around the globe. 

“The red color of the Alive Ring and its circular shape represents both our life science research and the ‘beauty circulation’ uncovered by that research,” the company shares. 

Additionally, the “from life comes beauty” campaign movie intends to encourage conversations about power, inspiring hope and courage. The film also features people from all over the world providing opinions on their perception of beauty.

“Beauty for a better world” 
Shiseido has been noted to strive for beauty innovation for a better world as its long and short-term vision.

This led to the development of its Group Procurement Policy in February to ensure sustainable and responsible exchange of goods with suppliers. The policy includes regulations to provide care for the environment and human rights. 

Additionally, supply chain-conscious beauty brand Ulé was unveiled by Shiseido. The brand applied vertical farming at its eco-farm to source ingredients for a lower carbon footprint. It also partnered with Sulapc for plastic-free lids. 

Recent developments by the company zoom into cells to the effects of improved hyaluronic acid use. It created the Shape-Shifting HA Technology, which controls the volume of hyaluronic acid for deeper penetration into the outer layer of the epidermis after application.

Additionally, it was discovered that magnesium ions bolster hyaluronic acid production and reduce UV damage. 

Edited by Venya Patel