Amidst an unassuming stretch of office buildings located in Yokohama, history is being made; a monumental shift stemming from the cavernous conference room of Shiseido’s Global Innovation Centre. On stage and before hundreds of expectant guests, a declarative statement bursts forth. “The concept of ageing is going to disappear today,” asserts Dr Tatsuya Hasegawa. As the crowd bursts into raucous applause, a screen flickers to life, unveiling the brand’s latest discovery—beauty’s next disruptive force, primed to revolutionise: the Shiseido Ultimune Power Infusing Serum.
A new frontier
Strictly speaking, the Ultimune Power Infusing Serum is far from a new entrant to the market. Widely regarded as a cult-classic amongst skincare savants, its roots stretch back to 11 years ago when the Ultimune Power Infusing Serum was first borne.
“We initially conceived the idea for Ultimune because it was very much in line with a sentiment that is widely practiced in Japan. It derives from the notion of being pre-symptomatic,” explains Yuko Ameno, director of the product development department of Shiseido’s global brand unit. “So, instead of trying to cure a disease when it becomes one, it should be about maintaining the status of your health before specific indicators begin to emerge. In that vein, we decided to apply it to skincare.”
View this post on Instagram
In layman terms, this translates to a product that is preventative in nature. Smoothening out fine lines, boosting the visage’s radiance, as well as enhancing complexion firmness is a given—what further elevates it is the brand’s patented tech that ensures such symptoms don’t materialise. This, thus, heralds a new age: one of slow and, in some cases, non-existent skin ageing.
“The newly-reformulated Shiseido Ultimune Power Infusing Serum sets itself apart because of how it functions,” states Dr Hasegawa, researcher at Shiseido. “Through our research, we discovered that the immune system is key to good skin health. This led to our development and formation of memory T cells, which works in a way where it possesses the ability to memorise, detect, and eradicate aged cells in just 6 hours.”
Flower power
Naturally, memory T cells aren’t the sole force behind Ultimune’s efficacy. Power fermented camellia—the flower that has long been a signature for the label—is incorporated to further amplify the diverse abilities of memory T cells. Imagery of its striking red petals are on full display at the brand’s Global Innovation Centre, where we are escorted through a series of informational standees highlighting its array of benefits.
I am struck by the vibrancy of the flower, which I am told is the hallmark of the exclusively harvested Japanese camellia dubbed Yabu Tsubaki. Its concentrated extract is what goes into the formulae of the Ultimune Power Infusing Serum; a formidable bloom that flourishes despite the harsh conditions of its home, Gotoh Island. Its tenacity and perseverance feels apt in light of Ultimune’s long-running developmental process, spanning a whopping 10 years.
To rise and reign
Funnily enough, the groundbreaking science and tech behind the Ultimune Power Infusing Serum is not the reason behind its protracted lead time. “I think a big part of what I found challenging is that, first and foremost, Shiseido being a very iconic brand,” Ameno says with a breezy laugh. “There is a lot of pressure to live up to expectations. But for me, the biggest obstacle was to ensure that the Ultimune Power Infusing Serum works universally across all skin types, textures, and ages. I wanted it to work for anyone, in any country, and for any age.”
View this post on Instagram
This desire for inclusivity is, indeed true to the brand’s philosophy, which has always been centered around transformative products that stand the test of time. It brings to mind the visual of a tree, steady and rooted, unwavering despite tumultuous conditions. Or perhaps, more fittingly, a camellia blossoming on the rocky, uneven plains of Gotoh Island. An undeviating, constant companion in one’s slow-ageing journey—no matter how snail-like the pace. There is Shiseido to thank for that.
