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BeautyThe Japanese Approach To Eternal Beauty: 5 Secrets Gleaned From Shiseido’s Future Solution LX 10th Anniversary

The Japanese Approach To Eternal Beauty: 5 Secrets Gleaned From Shiseido’s Future Solution LX 10th Anniversary

The Japanese Approach To Eternal Beauty: 5 Secrets Gleaned From Shiseido’s Future Solution LX 10th Anniversary
By Jessica Liew
By Jessica Liew
August 06, 2019
We joined Shiseido in Kyoto for a ceremonial launch of the Legendary Enmei Ultimate Luminance Serum to mark their milestone, and spoke to 4 masters on the Japanese approach to timeless beauty.

For a country so ahead of its time, Japan is also deeply rooted in the ceremonial intricacies that go into every detail. It’s precisely this enduring practice that enables iconic brands like Shiseido to preserve their legacy and a message of authentic, eternal beauty for over 140 years now.

The Japanese beauty brand has defined the standards of Asian beauty in a slew of groundbreaking products and collections over the years: among them is the luxury anti-ageing Future Solution LX range. This year marks its 10th anniversary, and the symbolic milestone was marked with the debut of their new Legendary Enmei Ultimate Luminance Serum. This new creation is enriched with the legendary Enmei herb and its links to longevity and renewal. We were part of a lucky group invited by Shiseido to witness the launch and anniversary in Kyoto. Our journey started with a product experience, dedication ceremony at the sacred Shimogamo Shrine, and finally, a meeting with the serum’s makers.

See also: How Elaine Too Shattered The Glass Ceiling At Shiseido Malaysia

Ageless Beauty Is Skin Deep

Jeanette Aw tries out the Legendary Enmei Ultimate Luminance Serum
Jeanette Aw tries out the Legendary Enmei Ultimate Luminance Serum

When Shiseido created the revolutionary Legendary Enmei Ultimate Luminance Serum, the goal was to introduce a symbolic product that transcends time, that would last 1,000 years from now. They started with a name and even looked at a packaging that would evoke it. “This beauty not just in the appearance, but would portray beauty from inside,” explained Saeko Suzuki, the director of Shiseido skincare product development.

This empirical step recalled Japan’s Heian era that speaks of a transcending beauty, thoughtfully incorporated into the serum experience.

A Royal Treasure: The Enmei Herb

Enmei herb
Enmei herb
Green Treasured Silk
Green Treasured Silk

It goes without saying that the Enmei herb — the core ingredient of the serum — was selected for its properties, a reputation that landed the serum’s ‘legendary’ status. The herb, exclusively found at the foot of the sacred Mount Koya, was said to have been used by a Buddhist monk to heal a sick traveller. Shiseido carries forth this property by cultivating the very Enmei herb in their own Kagigawa farm, that are hand-picked on the auspicious tensha nichi day. This observance is believed to collide with the mystical energy of the universe, which in turn, infuses each bottle with a power and light.

Another precious property comes from the Green Treasured Silk ingredient, that is considered to be a rare and valuable element of mother nature. With origins linked to the Empress of the Imperial Palace, this ingredient miraculously softens, hydrates and preserves skin’s youth and glow.

See also: Shiseido Presents A Futuristic Skincare & It's All About The 5 Senses

Making Sustainability Sophisticated

Guests in Kyoto enjoy first dibs of the serum at the Shimogamo Shrine
Guests in Kyoto enjoy first dibs of the serum at the Shimogamo Shrine
Noh Performance for the 10th Anniversary presentation at the Kyoto National Museum
Noh Performance for the 10th Anniversary presentation at the Kyoto National Museum

In an industry flooded with trends and innovations, what are Shiseido’s hopes for a breakthrough? “In the future, we wish to create a product that’s sustainable. From the moment the product is created to the time it touches the skin,” shared Saeko. “This whole cycle can be sustainable, which leads to us bettering ourselves and our ability to look at others. We hope this will be a new value to people.”

Sustainable beauty also gazes inwardly, which Shiseido strives for by regarding beauty from inside to outside. “We want to allow our users to be able to bring out the most beautiful part of themselves by easily matching with the product, no matter what age they are or beauty regime they have,” Saeko elaborated further.

Sensorially Enriching

Shiseido Legendary Enmei Ultimate Luminance Serum is presented in a box that conveys a traditional wrapping ritual with a hidden message
Shiseido Legendary Enmei Ultimate Luminance Serum is presented in a box that conveys a traditional wrapping ritual with a hidden message

Ten years ago, Future Solution LX came into the scene with the Skingenecell 1P, which then was regenerated the surface of skin. Today, the new Lengendary Enmei Ultimate Luminance Serum deeply penetrates stem cells in the dermis to awaken and regenerate it, a role that largely depends on the textural properties.  

In order to make the serum adaptable to all skin types and climates, Shiseido specially constructed a formulation that was still able to carry all active ingredients. “It’s very difficult to achieve that dewy texture,” Dr Eriko Kawai, the founder of SkingenecellEnmei admitted. “We wanted it to be penetrative, yet with a smooth texture. If it’s humid, you can control the stickiness of the texture by layering on the best thickness,” she advised. To enhance the sensorial experience, notes of Japanese rose, plum blossom, and cherry blossom endow a pleasantly uplifting impression, upon application.

See also: 3 Sets Of Mother-Daughter Relationships Come Together For A Special Shiseido Shoot

A Nod To Old Masters

The tamatebako treasure box made by 3 artisanal masters
The tamatebako treasure box made by 3 artisanal masters

As part of a ‘Beauty Transcends Time’ project that reveres eternal beauty, 3 artisanal masters were enlisted to create a tamatebako ‘treasure box’. The lacquerware, produced by Kyoto lacquerware brand Zohiko, was interpreted from a poem by philosopher and professor, Motoaki Shinohara, translated into an ethereal artwork by Yoshitaka Amano. The tamatebako box represented Japan’s beauty transcends time from 1000 years before to 1000 years forward. Professor Motoaki set to work 2 years ago on a waka poem, and he was inspired by the imagery of stars, dew and teardrop that twinkles. “I wanted the waka poem to portray that radiance and shine that would appeal to women’s love for beautiful luster,” he conveyed.  

Finalising this collaboration, a family of lacquer artisans, Zohiko set to work with painting the box, which took 6 months to complete. Its shimmering properties arrest from afar, and a closer inspection reveals the intricacy and technique that took to achieve the otherworldly drawings. Unveiled during a Toki-la-la Noh drama performance, this priceless box was offered in a dedication ceremony the next day at the sacred Shimogamo Shrine, on a day where cherry blossoms were in full bloom.

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Beautyshiseidofuture solution lxEnmei Ultimate Luminance SerumJapanese skincareserumanti-ageing

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