Shiseido - Current Skincare Products

Current Skincare Products

In Japan, Shiseido sells Elixir Superieur skincare products for women, Aqua Label skincare and toiletry products for daily use, Uno skincare products for men, Clé de Peau Beauté makeup, skin and body care, Benefique skincare and Anessa suncare lines.

"Bio-Performance" has more targeted products—predominantly, its eye cream is one of the most popular products in this line and focuses on preventing fine lines and dark circles around the eyes. The Bio-Performance Advanced Super Revitalizer and Advanced Super Restoring Cream are two of Shiseido's most popular anti-aging creams. The Bio-Performance line was introduced in 1987 following the synthesis of hyaluronic acid (sodium hyaluronate). Shiseido was the first to formulate and synthesize hyaluronic acid and owns the patent rights; therefore all cosmetic lines must use sodium hyaluronate rather than hyaluronic acid on their ingredient lists. Product containers are sleek and modern. Recent additions to the Bio-Performance line include a Refining Essence and Super Exfoliating Discs.

"Benefiance" was introduced in 1996 and is formulated for mature and dry skin types. Most of their containers are glass and are beige. Recent additions to the Benefiance line include a reformulated antiwrinkle eye cream which also treats dark circles, and a retinol face mask.

"White Lucent" is used to lighten the appearance of skin discoloration due to sun exposure. This line replaced the UV White skincare line, which is one of the most popular skincare lines in Asia. Contrary to popular belief, the term whitening refers to a brightening of the skin tone, not a lightening of skin tone. This product line relies on Japanese botanicals and vitamin C esters to brighten the skin tone, reduce the appearance of sun damage, and promote skin clarity. Because the "White Lucent" line does not contain an actual bleaching agent, it is one of the few lines of skin brightening products that has not been affected by new US laws prohibiting the production and distribution of skin bleaching agents.

"The Skincare" is for all skin types, but targets women in their 20s to 50s, and is therefore more hydrating than Pureness. Uniquely, this line carries three eye creams, sold in containers which are pearly white and are made of plastic. The Skincare line was introduced in 1997 and replaced the Vital Perfection skincare line. It was recently updated and repackaged.

"Pureness" is Shiseido's oil control line introduced in 1995. Because it is aimed at a younger consumer (who typically has oilier skin), it is Shiseido's least expensive skincare line on average due primarily to the containers being simple plastic bottles and tubes of light blue. Pureness products contain plant-derived ingredients like palo azul, a skin conditioner Shiseido claims stimulates the skin's moisturizing capacities and rosemary extract, which has a well-known antimicrobial effect.

"Suncare" products include UVA/UVB sun protection lotions and creams for face, eyes, lips and body, self-tanners (without sun protection) for face and body, and 3 types of foundation makeup (with sun protection). Sun protection products range from SPF 16 to 60 and provide broad spectrum sun protection against UVB and UVA rays. Shiseido uses its own unique UVA rating system of PA ranging from "+" to "+++" as there is no established standard for labelling products that have UVA protection. All Shiseido Suncare products with sun protection (and several foundations) have received The Skin Cancer Foundation's Seal of Recommendation.

Shiseido also markets "Shiseido Men" skincare products including shaving cream, face wash which doubles as shaving foam, aftershave lotion, moisturizers, anti-wrinkle creams, eye products, and self tanners.