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“I hope you are excited, as I am, and that we don’t need to fight against ageing. A new era of skincare is beginning.”
With those words, Shiseido President and CEO Kentaro Fujiwara ushered in what the Japanese beauty house believes to be a landmark moment for skincare treatment – the launch of the new Ultimune Power Infusing Serum.
Taking to the stage yesterday at Shiseido Global Innovation Centre in Yokohama near Tokyo in front of an audience of more than 200 journalists – including me from the travel retail media – influencers, retail partners and group management and teams, Fujiwara said: “So today, in its 11th year, Ultimune, a new serum designed to prevent the skin ageing, is born.”
The blockbuster launch (Ultimune’s fouth incarnation) builds on Shiseido’s long and proud heritage of research and development, he explained. The group (founded by Arinobu Fukuhara in 1872 as a single pharmacy in Ginza) entered the cosmetics industry with Eudermine in 1897, Fujiwara pointed out.
“The secret of our longevity is that we never stopped improving Eudermine over more than 125 years. So we need to continue this legacy of innovation and keep delivering tangible benefits to our consumers.”
Fujiwara’s enthusiastic presence on stage – he even tried Ultimune Power Infusing Serum on his hand – lit up an enthralling day at the impressive Global Innovation Centre, a popular visitor attraction in its own right as well as being the fulcrum of much of Shiseido’s research & development work.
Fujiwara then welcomed Yuko Ameno, Director Product Development of Shiseido Global Brand Unit, to the stage, who described the concept behind the new Ultimune incarnation as “slow ageing”.
“Having used the most advanced innovation ever, Ultimune will completely redefine the anti-ageing skincare market,” she said.
People don’t need to fight against the years, she said, “because skin ageing can slow down no matter how old you are”.
Now, Ms Ameno had my – and I suspect everybody’s – attention.
“How would you feel if I told you that we all have the ability to prevent ageing, not just those of us who look young for our ages, but every one of us?” she asked.
Very happy indeed would be my answer. You can read more about the science that lies behind Shiseido’s claims in my full report to follow next month. It includes an interview with the wonderfully charismatic Shiseido Chief Brand Officer Echo Lo (pictured with me below), whose own life journey is arguably as remarkable as the new product she so brilliantly articulates.
Fujiwara closed the session by gesturing towards two photos lit up large on the giant screen behind him. They showed the dramatically impactful announcement of Ultimune Power Infusing Serum to the world via an advertising takeover of the famed Matsuya Ginza department store this week.
Wow. Shiseido clearly doesn’t do things by halves. You can practically touch the buzz here. Art (more of that in my next Blog) and science converging. Heritage and modernity aligning. And me? Let’s just say today I gave up fighting against the years. Help is at hand. ✈
