Shiseido-owned ELIXIR is targeting to convert all of the brand’s flagship products into a refillable format by 2025 as part of the multinational’s sustainability goals.
Launched in 1983, ELIXIR is a skin care brand that specialises in anti-ageing care that has maintained tops sales ranking in Japan for 14 consecutive years according to Intage’s Nationwide Retail Store Panel Surveys.
ELIXIR currently offers refills for its lotion and milky lotion products. According to Shiseido, utilising refills can reduce ELIXIR’s use of plastic by 85%.
The Japanese cosmetics giant plans to accelerate these efforts and expand ELIXIR’s initiative throughout Asia and by 2023 it hopes to reduce approximately 400 tonnes of plastic annually.
Shiseido-owned ELIXIR is targeting to convert all of the brand’s flagship products into a refillable format by 2025 as part of the multinational’s sustainability goals.
Launched in 1983, ELIXIR is a skin care brand that specialises in anti-ageing care that has maintained tops sales ranking in Japan for 14 consecutive years according to Intage’s Nationwide Retail Store Panel Surveys.
ELIXIR currently offers refills for its lotion and milky lotion products. According to Shiseido, utilising refills can reduce ELIXIR’s use of plastic by 85%.
The Japanese cosmetics giant plans to accelerate these efforts and expand ELIXIR’s initiative throughout Asia and by 2023 it hopes to reduce approximately 400 tonnes of plastic annually.
Japanese beauty major Shiseido said it plans to launch ‘second skin’ this year, a so-called game-changing new technology which can diminish undereye bags instantly without the use of make-up.
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.
Revealed: Five key beauty and personal care trends set to shape the industry in 2021 As we move into the new year, CosmeticsDesign-Asia sits down with industry leaders and upcoming players about five trends that are going to have a major impact on the Asia Pacific beauty and personal care industry in 2021.
Meaningful beauty
While sustainability has been a hot topic in recent years, the outbreak of the virus has fanned the flames and accelerated its relevance to the top of everyone’s mind.
In October 2020, Shiseido announced the launch of a global sustainability initiative, Sustainable Beauty Actions (SBAS), to solidify its commitment to environmental health.