In 2012,Shiseido reduced the weight of the glass bottles for Pure White W and The Collagen products 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.
We reduced CO2 emissions by about 427 tons for one year (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.