Shiseido launches 150th anniversary collection with global campaign

By Charlotte Turner |

Shiseido is animating its 150th anniversary with a global campaign, which aims to convey the brand’s ‘enduring focus on life as the essence of beauty’ and its ongoing pursuit of ‘uncovering the mechanisms that connect beauty and life’, it said.


The ‘From life comes beauty’ campaign also celebrates the launch of three limited-edition products that were realised from the brand’s Life Science research.


Shiseido maintains that for the past 150 years it has been studying the connection between life and beauty through its research into immunity, neuroscience, and the bloodstream. These studies on the vital mechanisms of human life underpin Shiseido’s Life Science approach, driving its mission to ‘create products that add a healthy vibrance to people’s lives’, it added.


The fruits of this research take shape in Shiseido’s 150th anniversary collection, comprising three limited-edition products which individually symbolise ‘Heritage’, ‘Living Innovation’, and ‘Future’, to signify Shiseido’s past, present, and future.


Video: Shiseido is celebrating the launch of three limited-edition products.



Their designs incorporate the arabesque motif that was featured on wrapping paper created in the Taisho era (1912–1926) by Sue Yabe, a member of the company’s design department at that time.


Transformed from the original design using 3D software, the new designs ‘express the dynamism of life that opens up a new future while harnessing the assets of the past’, said the brand.


Two of the limited-edition icon products have been launched in travel retail; The Eudermine Revitalizing Essence and the Ultimune Power Infusing Concentrate III.


The Eudermine Revitalizing Essence was launched in 1897 as the brand’s first skincare product formulated based on Western pharmacology.


Marketed as a high-grade lotion, it became known as ‘Shiseido’s Red Water’ and was relaunched in 1997 as the current Eudermine Global to mark its centenary.


Video: Shiseido is animating its 150th anniversary with a global campaign, ‘From life comes beauty’.


Packaged in an FSC-certified paper carton, the new limited edition is presented in a glass bottle reminiscent of its original shape, etched with Shiseido’s arabesque design and showcasing the lotion’s red tint that has become synonymous with Eudermine.


Shiseido’s bestselling serum, Ultimune Power Infusing Concentrate III – symbolising ‘Living Innovation’ – was renewed in 2021 to further enhance the skin’s inner defences.


“Powered by advanced dermatological research, Ultimune combines world-leading technology, The Lifeblood, with ImuGenerationRED Technology to boost blood circulation and strengthen the skin’s inner defences for a healthy vibrant look,” said the brand.


The 150th anniversary limited-edition Eudermine and Ultimune (both 100ml) are now available in travel retail Asia and Japan, while Ultimune is additionally available in travel retail Americas.

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