Hot date for Shiseido as new extract promotes eyelash growth


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Hot date for Shiseido as new extract promotes eyelash growth
Cosmetics manufacturer Shiseido has developed its latest Zizyphus jujuba fruit extract, commonly known as jujube or red date, that has been proven to help eyelashes grow longer through promoting their growth rate.

Zizyphus jujuba fruit extract is the extract from the fruit of zizyphus jujuba or other allied plants, initially cultivated in South Asia.

It has many culinary and medicinal uses, and the Japanese firm discovered its cosmetics value as it was examining more than 200 kinds of plant extracts with the aim of stimulating the proliferation of hair follicle cells; and the jujube extract was found to be highly effective.


The Tokyo-headquartered company initiated the research as it looks to capitalize on the sustained demand for mascara and eyelash products around the globe.

According to Shiseido research, eye make-up was ranked first in terms of the key points of wearing make-up in Europe, the US, Russia, Brazil, Japan and China.

The usage rate of mascara being ranked number one in Europe and the United States suggests a high level of interest regarding eyelashes,” ​says a company comment.


The eyelash-specific research showed that eyelashes are on a more rapid cycle (4 months) but a slower growth rate (0.18mm/day) compared with scalp hairs.

Additionally, the growing phase of eyelashes, stated as approximately 40 days, occupies one-third of the hair cycle; with the length of eyelashes varying per person.

On this basis, Shiseido focused on the relationship between the growth rate and length of eyelashes, revealing that length of eyelashes is largely dependent on their growth rate through examining more than 250 eyelashes in Japanese women in their 20s and 30s.

Lab test

A laboratory test designed on the continuous use of trial products, containing or not containing jujube extract, over a four-month period demonstrated that the fruit extract increases the growth rate of eyelashes.

Shiseido says it will further explain its research results at the 13th Annual Meeting of the Japanese Society of Anti-Aging Medicine in Yokohama, June 28 to 30, 2013.

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