Shiseido has launched the new Ultimune Power Infusing Concentrate III into global travel retail. The serum is the latest expression of its best-selling Ultimune line and has been enhanced with leading-edge Lifeblood technology.
The Concentrate III is available in a 50ml bottle and a 100ml travel retail exclusive size. It was launched in Japan and other Asia Pacific travel retail markets on 1 July, with a rollout in EMEA travel retail planned in September and Americas travel retail in October.
The new Ultimune expression represents a scientific breakthrough in ‘beauty circulation,’ backed by Shiseido’s long-standing research into blood circulation and skin beauty. Shiseido Research discovered that good consistent blood flow is key to healthier looking skin. The Lifeblood technology promotes constant and improved blood flow which boosts circulation and skin vitality.
The Lifeblood technology works in tandem with the Ultimune line’s ImuGenerationRED Technology. Combining heart leaf extract with fermented Roselle extract, Iris Root and Reishi Mushroom, ImuGenerationRED Technology reinforces the skin’s defensive power to reveal smooth, radiant and resilient skin.
The new formula retains Ultimune’s green floral scent and rich-yet-dewy texture that easily absorbs into the skin.
The Ultimune Power Infusing Concentrate III is Shiseido’s timely response to consumers’ ever-evolving skincare needs. As the COVID-19 pandemic crisis heightened consumer demand for skincare, Shiseido conducted a global survey which revealed that over 70% of consumers believed that blood circulation will enhance the skin. The respondents also said that ‘healthy vibrant skin’ was their ideal skin goal.
The Ultimune line was first introduced in 2014 and re-launched in 2018. The Shiseido Ultimune collection has gathered a loyal following of customers, growing to become one of the brand’s star products and winning over 200 global beauty awards. Today, an Ultimune product is chosen every 6.8 seconds, said the brand owner.
“Lifeblood Research, which we have introduced last year, is about to change skincare completely and it comes at a time when our life is drastically changing too,” said Shiseido Chief Brand Officer Ryota Yukisada. “Today we can see major changes in consumer insight and behaviour. Consumers are seeing beauty not just as an outer layer, but as something that comes from within selves.
“This is leading to changes in the way consumers search for new beauty solutions. The latest ground-breaking Lifeblood research involves fundamentally improving the skin by constantly enhancing blood flow. It is different from conventional skincare technology which only deals with individual skin concerns temporarily.”
https://youtu.be/avApo7SV0BM
Yukisada added, “Lifeblood research creates ideal skin conditions by approaching blood circulation. So, it works for all people – of every age, gender ethnicity and skin type. The new Ultimune with the Lifeblood brings out your inner power.”
The Ultimune Power Infusing Concentrate III is supported by a dedicated campaign, built around the message ‘Power is You’. The diverse and inclusive campaign inspires customers to be true to themselves and draw out their inner beauty. By doing this, customers can become ‘a beautiful force’ that helps create positive change in the world, said the company.
