Shiseido is working to improve the environmental friendliness of its core lines elixir Skincare Series.
Shiseido has switched from plastic to paper exterior packaging boxes for ELIXIR SUPERIEUR RETINO VITAL, a sophisticated product launched in September 2009 as part of ELIXIR SUPERIEUR series, which is designed to create rich, firm skin. In addition, Shiseido switched from plastic to paper exterior packaging boxes for ELIXIR WHITE, a new brightening line launched in February 2010, and for ELIXIR SUPERIEUR products in September 2010. Together, these measures are expected to cut the company's use of plastic by about 90 tons per year.
In addition to reducing use of non-renewable resources, the move to paper exterior packaging boxes opens up more room on the packaging for useful information. Shiseido plans to take advantage of this space to incorporate information that will help consumers make purchase decisions, including product features such as ingredients and directions for use.
Furthermore, in September 2012, Shiseido released refills for ELIXIR SUPERIEUR and ELIXIR WHITE lotion and emulsion.
The refill containers are made from sugarcane-derived plastic, which can lead to lower CO2 emissions than petroleum-derived plastic containers. Also, when you refill the bottles, plastic waste can be reduced by approximately 85% compared to when you buy these products in bottles (bottle weight ratio).