1. Home
  2. Sustainability
  3. With the Earth
  4. Product Initiatives


Product Initiatives

Shiseido adopted the Production Eco Standards, a series of environmental standards governing the product design process, in fiscal 2010. To ensure that these standards are observed in all relevant operations, we are holding workshops and other programs for product planning departments. We aim to grow our business with minimal environmental load in the value chain not simply by incorporating environmental considerations into product planning, but rather by adding compelling value to products so that consumers’ hearts will be moved.

Products Containing Raw Materials Grown in Our Internal Plant Factory

In recent years, consumers’ needs toward safety/security, such as traceability, have been growing due to not only the expansion of the natural/organic cosmetics market but also numerous food fraud issues, etc.

In December of 2012, Shiseido established a plant factory, which can efficiently cultivate plants used as raw materials of cosmetics, inside of the Kakegawa Factory (Kakegawa City, Shizuoka Prefecture). In this factory, we have promoted developing safe and secure plant raw materials with “clear background”. In the plant factory, we efficiently grow seedlings while maintaining the optimal environment for various conditions, which are required for plants to grow (such as temperature, watering condition, lighting strength, light exposure duration, and CO2 concentration). Chamomile and rosemary seedlings, which were grown in this plant factory, were then grown in an external commissioned farm. We released products containing the plant extract derived from these plants from a group company Ettusais in June of 2014.

Through these initiatives that allow us to control the harvested amount of raw materials, we can not only avoid supply risks of plant raw materials used in Shiseido but also prevent depletion of raw material plants and reduce the impact on the ecosystem in the production site.

Our internal plant factory

Our internal plant factory

Environmental Initiatives Associated with the Redesign of Clé de Peau Beauté Skincare Products

In order to satisfy consumers seeking total "authenticity," Shiseido Group's luxury brand, Clé de Peau Beauté, aims to be "luxurious" in all aspects, naturally in terms of product quality as well.

By utilizing the skincare renewal in January of 2011 as a good opportunity, we conducted initiatives such as follows:

  • 1. Formulated all skincare items with sandalwood fragrance procured from fair trade *1 sources.
  • 2. Introduced a refill product for LA CRÈME (cream) for the first time.
  • 3. Adopted bagasse paper *2 for exterior packages and package inserts (instructions) of products.

Since then, we have been continuing our sustainable initiatives, such as incorporating a fair-trade raw material (premium argan oil) into part of the products such as “Enriched lip luminizer (Lipsticks)”, “Luminizing face enhancer (Highlighters)”, and using FSC-certified paper *3 for printed inserts, etc.
Clé de Peau Beauté will continue placing importance on connections with nature and society and delivering products that take into account the environment as well as product quality.

  • *1An initiative aimed at improving living standards and promoting the independence of producers and workers in developing countries by continuously purchasing raw materials or goods at optimal prices. It also contributes to environmental preservation by preventing such aspects as the overexploitation of resources in order to realize sustainable use.
  • *2Non-wood paper made from fiber after extracting the sugar content from sugarcane
  • *3Paper that has been certified as a “product that has been produced from a well-managed forest”
Clé de Peau Beauté LA CRÈME n <ream>

Clé de Peau Beauté
LA CRÈME n <cream>

LA CRÈME n <refill>

LA CRÈME n <refill>

Left: Enriched lip luminizer lip stick Right: A refill must be set in the proper holder before use.

Left: Enriched lip luminizer <lip stick>
Right: A refill must be set in the
proper holder before use.

Luminizing face enhancer(Highlighters)

Luminizing face enhancer <Highlighters>

3D Pouch for Clé de Peau Beauté concentré illuminateur lotion and essence

We have begun adopting 3D pouch packs for the containers of the lotion and essence (1 use each) for Clé de Peau Beauté (target_blank) concentré illuminateur”, which are used as a set with facial mask, when the product underwent the renewal release in March of 2014.
Compared to the former product, which used small glass containers, the container weight is 1/10, and it has also led to the reduction of waste.
Such environmental considerations and our innovations with the multifaceted design, which embodies Clé de Peau Beauté concept of “skin that emanates radiance from within”, as well as the easy opening of the pouch pack were evaluated, and “Clé de Peau Beauté concentré illuminateur” received the “Japan Package Design Association Award”, which is one of the top “Japan Star Award”, in the “Japan Packaging Contest 2014”.

Clé de Peau Beauté concentré illuminateur

Clé de Peau Beauté
concentré illuminateur

Pouch packs for the containers of the lotion and essence

Pouch packs for the containers of
the lotion and essence

Reducing Plastic Use by Making HAKU Refills Available in Japan

Shiseido launched a "replaceable refill product" in line with the renewal of its HAKU (target_blank) melanofocus CR skin brightening serum in February 2011 in Japan.

The amount of plastics used to make this refill container is reduced by approximately 60% compared with the amount used for the original product container. Adopting a refill item for this product reduced roughly 19 tons of plastics per year versus manufacturing the original product container only.

In addition to the environmental consideration of saving resources, another main objective of introducing this refill product is closely tied to Shiseido's desire to respond to consumers' feedback, including: "It's such a waste to throw out a wonderful package" or "Please make a container so that you can check how much product remains." Additionally, we have put a lot of ingenuity into the development of a refill container that consumers can replace as easily as possible.

Moreover, another environmental measure was taken by replacing the exterior plastic packaging with packaging made from bagasse paper (non-wood paper made from fiber after extracting the sugar content from sugarcane), and in turn, curbing the use of petroleum, which is an exhaustible resource, and changing to a sustainable plant-based raw material.

HAKU melanofocus V (released in March 2018) continuously adopts these environmentally-friendly containers and packaging.

HAKU melanofocus V

Left: HAKU melanofocus V
Right: Refill

Reduction of Water Usage by Developing Rinse-aid Facial Wash

Shiseido incorporates "environmental considerations into product planning in the entire life-cycle". However, products for washing the face and body such as facial wash and shampoo, etc., require the use of water to rinse off, therefore we realize that they also have the biggest environmental load when "using" them in the entire product life-cycle from raw material procurement to use and disposal. In order to reduce water usage at the time of using the products, we developed a new rinse-aid technology and adopted it for the foam facial wash "Senka Speedy Perfect Whip Airy Touch" which was launched in March 2016 as a renewal.
It enabled approximately 35% water usage reduction for rinsing compared to the existing cream-type (tube) facial wash, which means saving water equivalent to approximately 540 two-liter plastic bottles per year (data by Shiseido).


Senka Speedy Perfect Whip Airy Touch

Reducing the Glass Bottle Weight and Employing Labels That are Easy to Peel Off for Pure White W and The Collagen beauty drinks

In 2012, Shiseido reduced the weight of the glass bottles for Pure White W and The Collagen products (50 ml each) by about 10 percent because consumers had indicated that they throw out several empty bottles at a time and wanted them to be as light as possible.
Through this initiative, we reduced CO2 emissions by about 427 tons in the year after the release (Shiseido's estimate).
Consumers also indicated that they did not want others to know what they were drinking and that they wanted to remove the labels before disposing of the bottles, but the labels were difficult to peel off.
We responded to this feedback by switching to easily removable labels.

Pure White W and The Collagen

Pure White W and The Collagen

Shiseido adopts Cartocan eco-friendly paper containers for Kirei no Susume

Kirei no Susume, which was launched by Shiseido in July 2010 in Japan, is packaged in Cartocan, an environmentally friendly paper beverage container. In addition, we also changed the package of Chou-mei-sou from aluminum can to Cartocan in 2013. Cartocan offers the following features:

(1) Promotion of forestland conservation by using wood from thinning operations
Thinning, a process by which weak trees are cut from crowded forests, is a critical part of developing healthy forests. Cartocan makes extensive use of thinned lumber. In addition, by using over 30% domestic materials, the material promotes the conservation and healthy development of domestic forests. Since those forests absorb CO2 when they grow healthily, the material also helps reduce CO2.
(2) Contribution to the Midori no Bokin (Green Fund)
A portion of sales is donated to the Midori no Bokin (Green Fund) and put to use in the development of forests in Japan.
(3) 100% recyclability
Cartocan can be recycled in the same manner as milk cartons.

Although initially it was difficult to provide Shiseido's desired shelf life with Cartocan, we decided to use the container after our business partners were able to extend its shelf life.

Kirei no Susume

Kirei no Susume



Awafuru Eco Soap for Hotels that is Gentle on the Environment and Skin

In October 2010, Shiseido launched 10g and 18g sizes of Awafuru Eco Soap, a hotel-use soap that is gentle on the environment and skin. Shiseido Amenity Goods Co., Ltd. distributes the soap and handles hotel guestroom amenities and other facilities as well as professional-use cosmetics.

Until now, hotels have had difficulty dealing with soap. Minimal amounts of soap are used in guestrooms at hotels and other facilities during guests' stays and the soap remains are disposed of as industrial waste.

Awafuru Eco Soap contains micro air bubbles that cause it to form lather and dissolve quickly for easier consumption. As a result, soap remains are reduced, making it possible to reduce waste significantly. From its practical usage testing, the Shiseido Research Center learned that the volume of remains for disposal of the new type of soap compared with Shiseido conventional soap was about 90% less for the 10g soap bars and about 67% less for the 18g soap bars. According to Shiseido's estimate, the product reduced the disposal soap by a total of 12.4 tons for one year. Also, the inclusion of air bubbles helps to reduce not only waste but also the amount of raw materials used by approximately 30% without reducing soap size.

Moreover, Awafuru Eco Soap adopts the "wakuneri" manufacturing method used for premium facial soap rather than the "kikaineri" (machine mixing) manufacturing method generally used for hotel-use soaps. For this reason, while common soaps used at hotels contain no or small amounts of moisturizing ingredients, the new product is formulated so that approximately 30% is comprised of moisturizing ingredients. With rich lather containing plenty of these ingredients, Awafuru Eco Soap provides a luxurious feel that other hotel-use soaps cannot match for washing the face and other parts of the body. (Patent pending for respective technological processes and formula)

Awafuru Eco Soap has both considerable eco appeal and beauty appeal for its gentleness on the environment as well as skin. As a result, Shiseido is already receiving requests from many hotels for introduction of the product.

Awafuru Eco  Soap

Awafuru Eco Soap

Contains micro air bubbles

Contains micro air bubbles

Differences between remaining volumes before and after use, comparing Awafuru Eco  Soap and Shiseido's conventional products.

Differences between remaining volumes before and after use, comparing Awafuru Eco Soap and Shiseido's conventional products.

Priority Activities Theme
Initiatives by Stakeholders