Shiseido Launches a New Cream

Shiseido will launch “Wrinklelift Deep Retinowhite 4” cream that improves wrinkles around the eyes and mouth and has a whitening effect. The launch will target Japan and China, subsequently, under the Asia-only aging-care 1 line, Vital-Perfection by brand Shiseido which is sold in 88 countries and regions across the world. The product will be available in approximately 270 stores around Japan, mainly department stores, and on Shiseido’s total beauty website, watashi+.

Shiseido Vital-Perfection is a skincare line specially formulated for Asian women that goes beyond anti-aging, beyond whitening. Available in 17 countries and regions in Asia, including Japan, and travel retail, the line is exemplary of synergistic effects of cross-border marketing.

The second launch under “Shiseido Facial Expression Project”. An anti-wrinkle and whitening quasi-drug cream, a potent fusion of pure retinol, an active quasi-drug ingredient which was acknowledged for its wrinkle-improving effects for the first time in Japan, and 4MSK, an original whitening agent. Communication activities will be launched to convey the beauty of women with rich facial expressions, including campaigns at store-fronts and advertisements. The product will also contribute to the expansion of the anti-wrinkle market both in Japan and Asia.