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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.
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