Shiseido reinvents Clé de Peau Beauté’s La Crème icon for London/Europe debut

By Charlotte Turner |

Cle-de-Peau-Beate-new-La-Creme-leadShiseido Travel Retail has unveiled a new look for one of its hero products, La Crème from its high-end skincare brand, Clé de Peau Beauté at a major London launch, which also marked the brand’s European domestic market debut.


The new La Crème, which was revealed last week during an exclusive event in Central London’s landmark Serpentine Magazine in Hyde Park, and is poised to launch worldwide in travel retail from January 2020.


Reinvented eight times since its launch in 1982, each version of La Crème is said to have been ‘advanced with the latest discoveries from Clé de Peau Beauté’s ongoing research’.


Elisabeth Jouguelet, Vice-President of Marketing and Innovation, Shiseido Travel Retail, adds: “We look forward to launching Clé de Peau Beauté’s reformulated La Crème to our discerning consumers in travel retail.


“This iconic product is based on years of extensive research and is a reflection of what we, at Shiseido Travel Retail, want to deliver to our consumers – ground-breaking products with uncompromising quality.



The new La Crème is poised to launch worldwide in travel retail from January 2020.


“It is also the true definition of Japanese beauty, combining nature, craftsmanship, art and attention to detail and innovation.”



L-R Ms Yukari Suzuki, CPB Chief Brand Officer; Felicity Jones, British actress and CPB Global Brand Ambassador and Katsunori Yoshida, CPB Lab Chief Technology Officer at the London launch event.

Shiseido says the new La Crème features a ‘highly potent blend of a proprietary complex’, “the Skin-Empowering Illuminator, which helps to amplify Skin Intelligence and enhance the skin’s ability to repair and defend itself from damage caused by various stressors.


“The revitalised formulation contains the new CeraFerment Extract that enhances the skin’s ability to regenerate and become firm from within.”


The unveiling of the new La Crème, presented in jewel-like packaging, also marks another milestone; the brand’s domestic launch in Europe, with London as its first port of call.


Yukari Suzuki, Chief Brand Officer for Clé de Peau Beauté, says: “La Crème sits at the heart of Clé de Peau Beauté and we are proud and honoured to present the new and revitalised formulation, which is underpinned by our relentless commitment to science and skincare innovation.



“It is an icon of luxury that incorporates technologies of the highest order to empower the innate abilities of skin for radiance that evolves day-by-day.


“Moreover, we decided to host this reveal in London as this illustrious city represents the very first step of our brand journey in Europe.


“We are excited by the endless possibilities ahead that are charted by the dedication of a committed R&D team, constantly striving to forge new scientific frontiers to deliver a radiance so remarkable that it emanates from within.”


The new La Crème was revealed last week during an exclusive event in Central London’s landmark Serpentine Magazine restaurant in Hyde Park.


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