Product initiatives

Shiseido launched a new "replaceable refill product" in line with the renewal of its HAKU melanofocusW skin brightening essence in February 2011.

The amount of plastics used to make this refill container is reduced by approximately 60% compared with the amount used for the original product container. Adopting a refill item for this product is expected to reduce roughly 20 tons of plastics used annually versus manufacturing the original product container only.

In addition to the environmental consideration of saving resources, another main objective of introducing this refill product is closely tied to Shiseido's desire to respond to consumers' feedback, including: "It's such a waste to throw out a wonderful package" or "Please make a container so that you can check how much remains in the container." Additionally, in terms of the development of the refill container, we have put a lot of ingenuity into creating a structure so that consumers can replace the container as easily as possible.

Moreover, another environmental measure was taken by replacing the exterior plastic packaging with packaging made from bagasse paper (non-wood paper made from fiber after extracting the sugar content from sugarcane), and in turn, curbing the use of petroleum, which is an exhaustible resource, and changing to a sustainable plant-based raw material.

In order to meet the satisfaction of consumers seeking total "authenticity," Shiseido's luxury brand, clé de peau BEAUTÉ, aims to be "luxurious" in all aspects, naturally in terms of product quality as well.

At this time, Shiseido has conducted forward-looking initiatives such as the following in line with the renewal of skincare products in January 2011.

1. Formulated with some fragrances such as sandalwood procured from fair trade sources.
2. Deployed first refill products for la crème (cream).
3. Adopted bagasse paper for exterior packages and package inserts (instructions) of products (non-wood paper made from fiber after extracting the sugar content from sugarcane).

clé de peau BEAUTÉ places importance on connections with nature and society and delivers products that take into account the environment as well as product quality.

* Fair trade is an initiative aimed at improving living standards and promoting the independence of producers and workers in developing countries by continuously purchasing raw materials or goods at optimal prices. It also contributes to environmental preservation by preventing such aspects as the overexploitation of resources in order to realize sustainable use.

On October 1 2010, Shiseido launched 10g and 18g sizes of Awafuru Eco Soap, a hotel-use soap that is gentle on the environment and skin. Shiseido Amenity Goods Co., Ltd. distributes the soap and handles hotel guestroom amenities and other facilities as well as professional-use cosmetics.

Until now, hotels have had difficulty dealing with soap. Minimal amounts of soap are used in guestrooms at hotels and other facilities during guests' stays and the soap remains are disposed of as industrial waste.

The newly launched Awafuru Eco Soap (hereinafter, "the product") contains micro air bubbles that cause it to form lather and dissolve quickly for easier consumption. As a result, soap remains are reduced, making it possible to reduce waste significantly. From its practical usage testing, the Shiseido Research Center learned that the volume of remains for disposal of the new type of soap compared with Shiseido conventional soap was about 90% less for the 10g soap bars and about 67% less for the 18g soap bars. According to Shiseido sales projections, both sizes of the new soap are expected to result in remains for disposal falling by a total of roughly 84 tons annually. Also, the inclusion of air bubbles helps to reduce not only waste but also the amount of raw materials used by approximately 30% without reducing soap size.

Moreover, the product adopts the "wakuneri" manufacturing method used for premium facial soap rather than the "kikaineri" (machine mixing) manufacturing method generally used for hotel-use soaps. For this reason, while common soaps used at hotels contain no or small amounts of moisturizing ingredients, the new product is formulated so that approximately 30% is comprised of moisturizing ingredients. With rich lather containing plenty of these ingredients, the product provides a luxurious feel that other hotel-use soaps cannot match for washing the face and other parts of the body. (Patent pending for respective technological processes and formula)

The soap has both considerable eco appeal and beauty appeal for its gentleness on the environment as well as skin. As a result, Shiseido is already receiving requests from many hotels for introduction of the product.

Shiseido will continue promoting environmental initiatives throughout the Group.

Kirei no Susume, which was launched by Shiseido on July 21, 2010, is packaged in Cartocan, an environmentally friendly paper beverage container. Cartocan offers the following features:

(1) Promotion of forestland conservation by using wood from thinning operations
Thinning, a process by which weak trees are cut from crowded forests, is a critical part of developing healthy forests. Cartocan makes extensive use of thinned lumber. In addition, by using over 30% domestic materials, the material promotes the conservation and healthy development of domestic forests. Since those forests absorb CO₂ when they grow healthily, the material also helps reduce CO₂.
(2) Contribution to the Midori no Bokin (Green Fund)
A portion of sales is donated to the Midori no Bokin (Green Fund) and put to use in the development of forests in Japan.
(3) 100% recyclability
Cartocan can be recycled in the same manner as milk cartons.

Although initially it was difficult to provide Shiseido's desired shelf life with Cartocan, we decided to use the container after our business partners were able to extend its shelf life.

Shiseido is working to improve the environmental friendliness of its core lines ELIXIR Skincare Series.

Shiseido has switched from plastic to paper exterior packaging boxes for RETINO VITAL, a sophisticated product launched in September 2009 as part of ELIXIR SUPERIEUR series, which is designed to create rich, firm skin. In addition, Shiseido switched from plastic to paper exterior packaging boxes for 15 products in the ELIXIR WHITE range, a new brightening line launched in February 2010, and for 18 ELIXIR SUPERIEUR products that were launched on September 21, 2010. Together, these measures are expected to cut the company's use of plastic by about 117 tons per year.

In addition to reducing use of non-renewable resources, the move to paper exterior packaging boxes opens up more room on the packaging for useful information. Shiseido plans to take advantage of this space to incorporate information that will help consumers make purchase decisions, including product features such as ingredients and directions for use.

In the future, Shiseido plans to continue to improve the environmental friendliness of the ELIXIR Skincare Series by adopting paper packaging for ELIXIR PRIOR.