This news was announced during the Group’s 121st Ordinary General Meeting of Shareholders, where the firm discussed the importance of upholding its reputation as a world-class innovator in beauty.
“We will continue to create never before seen innovations that exceeds expectations every year,” said chief brand innovation officer Yoshiaki Okabe
Okabe said the firm would continue to “provide ‘wow’ innovation to surprise and excite consumers.” He then revealed that the highly anticipated ‘second skin’ technology was scheduled for launch this year.
Shiseido acquired the ‘second skin’ technology in 2018 through the takeover of Olivo Laboratories, a US-based start-up which created the patented XPL Second Skin tech, a breathable, flexible and nearly invisible artificial skin.
“This product works like a medical beauty treatment by instantly taking away the sagging and wrinkles below the eye for a long period of time… It functions to push the puffiness under the eye inwards to flatten out the bags under the eyes while blending into the skin like real skin in terms of looks and texture. It is literally like creating a second skin, it’s a completely new proposal to beauty that is beyond skin care or make-up,” explained Okabe.
Innovations beyond skin care
In addition to skin care innovations like the second skin, the company is also exploring new avenues of beauty, including inner beauty.
Okabe also highlighted that the group has placed emphasis on using its tech prowess to develop sustainable technology to lessen its impact on nature and the environment.
“Shiseido will continue to work on one-of-a-kind technologies that are respectful not only to humans, but to nature and environment as well.”
Last October, Shiseido celebrated the launch of its Sustainable Beauty Actions (SBAS) initiative by announcing a refill service for its ULTIMUNE Power Infusing Concentrate and a planet-friendly lip palette that utilised 100% plant-derived material for its packaging.
As part of its efforts to reduce its environmental load, the firm has set environmental goals over the next few years. It intends to replace all product packaging with sustainable materials by 2025 and reduce CO2 emissions to achieve carbon neutrality by 2026.
This news follows a trying time for the company and its competitors, which have been heavily impacted by the COVID-19 pandemic.
Representative director, president and CEO Masahiko Uotani said that although the COVID-19 has posed significant challenges for the company, it was determined to restore growth over the next three years.
In particular, he highlighted the significance of this year and the lead up to 2022, which would mark the 150th anniversary of the Japanese beauty stalwart.
“2022 is a significant milestone for Shiseido, marking the 150th anniversary, and we will restore full-scale growth. Even in a challenging business environment, we will not decrease investment and keep investing in our brands, R&D, production, digital, and people to ensure long-term growth.”
To continue leading the global beauty industry, Shiseido intends to live up to its acclaim in research and development.
To do so, the company said it would renew its R&D structure, which will be led by its locally situated Brand Value R&D Institute as well is the MIRAI Technology Institute.
In addition, Shiseido is aiming to establish China as its second R&D hub. “Looking to a mid-to-long-term perspective, China will be strengthened as the second global base of R&D,” said chief brand innovation officer Yoshiaki Okabe.
In 2020, Shiseido unveiled its first Beauty Innovation Hub outside Japan in Shanghai. The same year, it also established the China Innovation Centre in Oriental Beauty Valley, China’s cosmetics industrial hub located in Shanghai's Fengxian District.