For the first time in 29 years, Japanese cosmetics company KOSÉ is launching a refreshed DECORTÉ Liposome Serum. The new serum was launched in the Japanese domestic market on 16 September, with a global travel retail rollout planned for January 2022.
Founded in 1946 by Kozaburo Kobayashi, KOSÉ is a leading cosmetics manufacturer based in Japan. The company was founded with the mission of providing quality products designed to exceed the expectations of its consumers and is now accelerating its global expansion in both travel retail and domestic markets.
“I want to further accelerate our global expansion by continuing to develop products with unique value and bringing them to the public quickly and seamlessly,” commented KOSÉ Corporation President and CEO Kazutoshi Kobayashi.
“We’ve taken a valuable asset of the brand, our Liposome Serum, and improved it. I hope you will all try this innovative new liposome technology on your skin. I also hope you will help us share this product with as many customers as possible, so that they too can experience this new level of results.”
Introducing the new Liposome
DECORTÉ’s hero Liposome Serum is the first to leverage liposome technology in skincare for a long-lasting moisturising effect.
Inspired by the idea of a ‘second skin’, the new clean and vegan Liposome Serum is made with a higher concentration of multi-lamellar bio-liposome participles. These ultra-fine capsules (roughly 1/10,000mm in size) are made with phospholipids, a powerful bio composition component. Like an onion, the serum contains multiple-overlapping layers and holds an abundance of active ingredients, containing one trillion bio-liposomes in a single drop.
The serum has a barrier effect which creates a veil of hydration, protecting the skin against various forms of irritation. It also boasts powerful moisture retention and locks in skin hydration, while boosting the absorption of skincare products applied after using the serum.
In addition, the serum delivers concentrated moisture to targeted dry areas. With the outer layers bursting one by one, the serum delivers long-lasting hydrating that lasts over several hours.
The serum is made with HPA Yeast Culture Liquid, Bifidobacteriafermentation extract, Rhodomyrtus tomentosafruit extract, Hydroxyproline, Ectoine, Permeablehydrolyzed hyaluronic acid, Ceramide, NMF Complex, Vitamin E and White Birch Sap.
Upon application, the serum is quickly absorbed into the skin, creating a youthful, radiant and deeply hydrated complexion. The new formula also boasts enhanced moisturising, repair and anti-ageing properties.
The packaging is also made with plant-based resins and FSC-certified paper, manufactured with reduced CO2 emissions and glass.
The enhanced Liposome Serum from DECORTÉ is available in 30mL, 50mL and 75mL formats. It is also available in a travel retail-exclusive 100mL size and 100mL Duo Set.
The launch will be supported by targeted promotional campaigns on WeChat and Weibo, in-store activations, sampling programmes and OOH media. Shoppers who visit DECORTÉ’s travel retail locations will also receive samples of the new serum as a gift with purchase to encourage them to try the new formula.
KOSÉ appointed acclaimed Chinese actress Zhou Xun as DECORTÉ Global Brand Ambassador in 2021. Zhou stars in the new Liposome campaign.
A long history with Liposome
Launched in 1970, DECORTÉ is a super-premium skincare brand that offers innovative formulations that combine Eastern medicine with cutting-edge skincare research. DECORTÉ has been at the forefront of J-Beauty for almost 50 years and is one of the most popular luxury skincare brands in Japan.
DECORTÉ’s Liposome research began 37 years ago. In 1992, Decorté’s original Liposome Serum was launched as the only cosmetic product in the world with the official approval to use the term ‘liposome’ in its name.
DECORTÉ has always taken a holistic approach to beauty believing that effective moisturisation, applied where necessary, is the universal key to effective skincare. For 29 years, the Liposome Serum has been at the forefront of luxury skincare, maintaining its original formula until today.
