Shiseido skincare is entering a new era
First came the study of biology, the foundation of all knowledge about the skin, followed by an exploration of cellular science, enzymes, genes, and stem cells. Now, Shiseido is pushing the limits of science even further, and taking on a new challenge: neuroscience. At the heart of Shiseido skincare, neuroscience takes the form of ultra-sensorial textures, aromachological perfumes, and a packaging design that appeals to our emotions. However, it is no longer merely a source of inspiration, and is now central to the technology of new-generation skincare products that will change everything you thought you knew about cosmetics. Working side by side with the Massachusetts General Hospital and Harvard Cutaneous Biology Research Center, Shiseido has deciphered interactions between the brain and the skin, bringing skincare into a whole new dimension.The first chapter of this new story is Essential Energy, a hydrating and energizing skincare line that illustrates the incredible potential of this new field in cosmetics.
Skin and brain: an inseparable duo
Housing roughly 800,000 sensory receptors, the skin reacts to everything. Whether thermal, chemical, mechanical, or electrical… Each stimulus causes a reaction that sets off a conversation with the brain via the nervous system. There is an on-going dialogue between the two organs that aims to protect the skin’s integrity against external aggressors. Just touching the skin is enough to trigger a stream of molecular messages that activate sophisticated processes such as vasodilation, cellular regeneration, reinforcing the barrier function, or setting off immune defence systems.
Lost connection signal
Enemies of the skin’s integrity, such as time and stress, modify sensitivity thresholds, and diminish the sense of touch in particular. Not only does the number of sensors decrease, but they also become less alert as the skin ages. Meanwhile, nerve fibres responsible for transmitting messages to the brain also slow down. Under the effect of oxidative stress, the mitochondria, or energy powerhouses, lose efficiency. The connection between the brain and the skin jams; the messages don’t get through, the skin loses sensitivity, and becomes unresponsive. Incapable of detecting danger, it becomes highly vulnerable. Even more so as it no longer responds to positive stimulation such as a day cream for example, which is not absorbed as well as previously, and is therefore seen as less efficient!
Shiseido restores energy to reconnect the skin and the brain
Shiseido is one of the first cosmetic laboratories to combine dermatology and neuroscience at the very heart of its skincare. Thanks to a brand-new technology, ReNeura Technology™, Shiseido gives skin the energy it needs to better decipher the messages it receives, and therefore better defend itself.
Sensational textures
The most exceptional innovation of ReNeura Technology™ lies at the very heart of the product’s texture, with the Active Response Powder. Upon contact with the skin, thousands of elastic microspheres, invisible to the naked eye, are immersed in the cream. These move freely, rolling around and flattening out, changing shape in order to stimulate the skin’s sensory receptors. Like a gymnastic exercise performed day after day, applying cream increases and maintains good receptivity in the skin, restoring its powers of detection and information.
Ashitaba α, plant energy
ReNeura Technology™ also incorporates Ashitaba α, a Japanese plant extract that encourages the maintaining of ATP production by skin cells, indispensable energy for transmitting signals via nerve fibres. Used in both Asian pharmacopoeia and the medical field, this plant is particularly popular in the treatment of certain neuropathies such as Alzheimer’s and depression, as well as for its protective effect on nerve fibres. Within the ReNeura Technology™, it protects the cells’ mitochondria, the powerhouse of the cell, from external aggressors in order to maintain their vitality*. The transmission of messages is then optimized. Perfectly alert and brimming with energy, the skin starts to communicate efficiently again. It thus mobilizes the biological processes that enable it to defend, regenerate, and take care of itself. It also becomes more receptive to the application of skincare, and fully assimilates the associated ingredients and their benefits.
*in vitro data
Shiseido presents Essential Energy
The first range* to incorporate neuroscience at the heart of cosmetic skincare, in response to the needs of skin that is over-stressed and perturbed by its environment. Having lost its full capacity to receive information and discern its nature, insensitive, almost inert skin, once again finds the necessary energy to reconnect. It revives defence mechanisms against external aggressors, as well as receptivity mechanisms for positive messages, such as skincare ingredients. Specially dedicated for women in their thirties, who are overworked and over-exposed to polluted environments, Essential Energy combines ReNeura Technology™ with a selection of high-tech plant ingredients in a range of three products. A gel, a cream, and an SPF cream all maintain the skin’s hydration levels, infusing it with glow and rebooting its energy levels.
Essential Energy, for skin more vibrant than ever.
*by
Hydration
Essential Energy combines Super Hyaluronic Acid that can absorb six thousand times its weight in water, with a Citrus Unshiu Peel extract that increases the skin’s ability to synthesise it*. Brimming with water upon application, the skin looks smooth, plump, and comfortable.
Energy
ReNeura Technology™, presented exclusively in the Essential Energy line, boosts the protective and regenerative reflexes of the skin. Which seems to rediscover its innate energy.
Glow
Faced with carbonylation – an alteration of the skin’s proteins by carbon molecules which dulls the complexion due to the harmful effect of UV rays and pollutants, Essential Energy responds with a combination of expert ingredients. Assam tea and pearl extract unite to fight a lack of radiance in the skin*, making it clearer, and more vibrant. Scutellaria root reduces lipid oxidization in the skin*, “boosting” the complexion. Lastly, an extract of Lempuyang, an Indonesian ginger root, combined with a cellular pro-renewal ingredient, inhibits the overproduction of melanin. With an improved texture and brighter tone, skin steps into the light.
*In vitro data
One product, 64 possibilities.
64 pots, with 64 random combinations comprised of 8 differently shaped lids and bases, add an element of surprise to every purchase of Essential Energy. This is a nod to the Raku pottery style used in the Japanese tea ceremony, and which is voluntarily imperfect. Each pot feels similar to this ultra-light ceramic, smooth in places, rough in others. Designed to nestle in the palm of the hand, they are incredibly light, and unobtrusive, as only everyday objects can be, and feel so natural they become an absolute essential. Like Kyoto pottery, Essential Energy skincare pots have been designed to provoke a maximum emotional response. Tests have shown that on contact, users feel more pleasure and comfort*.
*Measurement of neural activity – 24 women.
Essential Energy Moisturizing Cream
The first moisturizing cream* that stimulates cutaneous receptors to improve the skin’s response to external aggressors. This luxuriously creamy product aimed at normal to dry skin is both light and divinely comfortable. Use morning and night as the last step in your daily routine. Upon application, the skin looks supple, soft, and luminous, as though vibrant with energy.
What women say**:
94% find it effective,
94% find their skin softer,
95% find their skin hydrated,
92% find that it brightens the skin, illuminating the complexion
*by Shiseido **Consumer test: 100 women – 4 weeks
Essential Energy Moisturizing Gel Cream
The first moisturizing gel cream* that stimulates cutaneous receptors to improve the skin’s response to external aggressors. This fresh and light product aimed at combination to oily skin fuses with the epidermis and is instantly forgotten. Use morning and night as the last step in your daily routine. Upon application, the skin looks supple, soft, and luminous, as though energized from within.
What women say**:
92% find it effective,
93% find their skin softer,
98% find their skin hydrated,
88% find their skin brighter,
88% find that it illuminates the complexion.
*by Shiseido **Consumer test: 104 women – 4 weeks
Essential Energy Day Cream SPF 20
The first day cream* with integrated UV protection that stimulates cutaneous receptors to improve the skin’s response to external aggressors. This luxuriously creamy product aimed at normal to dry skin is both light and divinely comfortable. Use morning and night as the last step in your daily routine. Upon application, the skin looks supple, soft, and luminous, as though vibrant with energy.
What women say**:
90% find it effective,
96% find their skin hydrated,
95% find their skin softer and more supple.
*by Shiseido **Consumer test: 107 women – 4 weeks