https://youtu.be/ApfU3-dubak
Shiseido Group — through its flagship Shiseido brand — has launched its Sustainable Beauty Actions (SBAS) global initiative. The programme will deploy a range of sustainability projects that aim to create social and environmental value in the beauty industry.
The SBAS programme is built on three key pillars: mottainai, harmony and empathy. ‘Mottainai’ is a unique Japanese concept that expresses a reverence for the environment. It is used to encourage people to reduce, reuse, recycle and replace with respect.
Harmony symbolises the company’s commitment to engaging in community-focused activities with people and nature. This pillar is represented by the Shiseido Blue Project, which is the company’s ocean protection initiative.
Empathy covers Shiseido’s #ALIVEwithBeauty inclusivity ethos, which highlights the beauty of all people regardless of age, race, gender or nationality.
To mark the launch of the campaign, Shiseido will install its first-ever ‘Ultimune Fountain’ refill station at its flagship store in Ginza, Tokyo. From 19 November, customers can bring their empty Ultimune bottles to the store, where they are sanitised and then refilled, minimising the environmental impact of Shiseido’s products.
Building on this refill innovation, Shiseido has also announced that will transition to 100% sustainable packaging by 2025.
Shiseido is also releasing the world’s first marine-biodegradable lip palette, the AquaGel Lip Palette at its Ginza flagship. The palette is made with 100% plant-derived polymer, which biodegrades in sea water.
The limited-edition lip palette is made up of five translucent lip balm shades. The paraben-free formulas are infused with moisturising shea butter that combats lip dryness. The packaging was designed by German-Japanese artist/environmental activist Niky Roehreke.
Shiseido also held a virtual summit called the SBAS Ginza Summit to mark the beginning of the campaign and to outline the concrete steps it is taking to reduce its carbon footprint and create “a more beautiful world.”
In addition, Shiseido has also launched a dedicated Sustainable Beauty Actions website. The website highlights Shiseido’s sustainable beauty vision and also serves as a platform to inform consumers of its upcoming activities, products and events.
A complementary social campaign under the #ShiseidoSBAS tag will be used to drive online engagement around the Japanese beauty company’s sustainability initiatives.
Watch the Youtube Video below for a replay of the Shiseido SBAS Ginza Summit, which was held on 27 October
