According to the company, the beauty industry has witnessed a significant transformation with the rise of the anti-ageing segment in the past few years.
This is largely driven by Gen Z and Millennials, who are increasingly committed to nurturing their well-being and embracing the idea that ageing well is a result of a sustained, balanced lifestyle.
Backed by over 30 years of research, the fourth generation of Shiseido’s ULTIMUNE Power Infusing Serum, launched in March, introduces the concept of “Freedom from Age” and claims to be at the forefront of the ageing care market.
“Slow ageing promotes the maintenance of healthy beauty as an integral part of one’s lifestyle. Products like ULTIMUNE 4.0 are pioneering this movement, where functional benefits seamlessly blend with emotional well-being, and art merges with science to redefine the approach to ageing.
“The new ULTIMUNE incorporates groundbreaking technologies such as Power Fermented Camellia+, and sustainable practices like eco-friendly packaging, reflecting a commitment to inclusivity and global relevance.
“Furthermore, it aims to fundamentally change the concept of ageing by proposing that we do not need to fight against the years we have earned because skin ageing can be slowed down, no matter how old you are,” Emi Watanabe, Global Vice President of Product Development at Shiseido, told CosmeticsDesign-Asia.
The ULTIMUNE Power Infusing Serum is available in 90 countries across regions.
“This product does not only cater to the Asian market. With advancements in medicine, lifespans are said to potentially extend to 100 to 120 years.
“We anticipate a growing demand for ‘living healthily and beautifully’, and we aim to delve deeper into the concept of slow ageing and fulfil the goal of delaying the skin’s ageing cycle (the negative spiral leading to fine lines and wrinkles from dryness).”
Targeting the source of ageing
Through its research, Shiseido has discovered the role of immunity cells, or Memory T cells, in eliminating aged cells easily, rapidly and precisely, even before signs of ageing occur.
The key ingredient of the new ULTIMUNE serum is the patented Power Fermented Camellia+, an extract derived from Japanese camellias of Gotoh Island in western Nagasaki Prefecture, which reportedly thrive better than other plants under the area’s harsh environment.
Containing 14 different amino acids, the ingredient is made by upcycling the strained lees of camellia seeds, and fermented through bio-fermentation technologies inspired by traditional Japanese ki-koji fermentation.
This fermentation method increases amino acid levels by 3.4 times.
From petals to leaves and seeds, every part of the camellia plant is utilised in making ULTIMUNE — camellia flower extract strengthens the skin barrier by improving the stratum corneum’s resistance, camellia leaf extract inhibits the stimulation of excess sebum due to dryness, camellia seed oil supports hydration with an emollient effect, and camellia seed extract possesses antioxidant properties.
“With its rich yet dewy texture, the serum quickly penetrates 30 million skin cells [on the stratum corneum] to ignite the skin’s regeneration power by four times and reduce visible ageing signs, resulting in skin that looks and feels supple, smooth, resilient, and radiant.”
In addition, ULTIMUNE 4.0 is infused with a new scent. Its green floral note comes from the inclusion of Matsurika, a natural fragrance ingredient meant to enhance the sensory experience.
The scent is said to enhance relaxation during the skin care routine, creating a calming effect and promoting a sense of well-being.
Proof of efficacy
The ULTIMUNE Power Infusing Serum has been proven in both clinical and consumer tests to slow the skin ageing cycle.
Based on a clinical study involving 32 women, 11 ageing signs — uneven skin tone, redness, dullness, enlarged pores, roughness, wrinkles, smile lines, fine lines, lack of translucency, reduced firmness, loss of elasticity — were reduced by over 11% after eight weeks of using the product.
In particular, roughness improved by 18%, firmness by 27%, and radiance by 19%.
In consumer sensory tests involving 107 women spanning eight weeks, 98% felt their skin was “healthy and glowing” in just three days. After four weeks of usage, 98% of participants said that dryness and wrinkles were visibly reduced.
Following eight weeks of ULTIMUNE application (50ml), 99% felt their skin had become resistant to ageing factors; 98% believed the serum helped their skin deflect ageing from the core; and 98% thought this product will help “sustain their beauty” for 10 years into the future.