Innovation: Shiseido Responsive Skincare Technology

Adriana Motta
Aug 28, 2024
2 min read

Shiseido's Technology is an advanced platform that creates products capable of adapting their properties in real-time based on environmental conditions and skin needs. The technology allows formulations to sense and respond to changes in pollution levels, humidity, temperature, and the skin's own condition.

Woman following skincare instructions with hands on cheeks. Score screen showing 80/100, rated excellent. Text advises practice for regimen.

Product innovation

The technology incorporates several innovative components:

• Bio-responsive polymers that change their configuration and properties in response to environmental triggers.

• Microencapsulated active ingredients that release in response to specific environmental stressors.

• Advanced emulsions with temperature-dependent phase changes that adjust the delivery of active ingredients.

• Sensor-biomarker technology that detects changes in skin's sebum production, moisture levels, and barrier integrity.

• The trademarked "Environmental Shield Matrix" that forms a dynamic protective barrier that strengthens in response to detected pollution particles.

Woman applying cream on face by the ocean, text reads "Over 65% skincare ingredients for smooth and plumped skin." Calm and serene mood.

This innovation addresses the growing understanding that skin faces different challenges throughout the day and across different environments. Traditional products provide the same level of protection or treatment regardless of conditions, either providing insufficient protection in harsh environments or potentially over-treating skin in favorable conditions. The competitive advantage lies in the technology's ability to provide "just right" care in any situation, optimising both immediate protection and long-term skin health.

According to Shiseido's clinical studies, responsive formulations showed 37% greater effectiveness in preventing environmental damage compared to comparable non-responsive formulations.

Development

This project began at Shiseido's Global Innovation Center in Yokohama, Japan, inspired by the concept of "kakehiki" (adaptability) from Japanese philosophy. The research team studied natural adaptive systems, particularly how plants respond to environmental stressors, to inform the technology design. They involved cross-disciplinary collaboration between material scientists, dermatologists, and environmental science specialists.

According to Shiseido's management team, the technology underwent extensive testing in environmental chambers that simulated diverse conditions from major global cities. Shiseido invested in proprietary manufacturing equipment to produce these complex responsive systems at scale.

Close-up of an eye with measurements, skin texture details, and dots on a smiling woman's face. Text notes texture, wrinkles, spots.

Trend

This innovation aligns with the "Adaptive Beauty" trend identified in WGSN's Future of Skincare 2024 report, which highlighted increasing consumer demand for products that respond to their individual conditions rather than static formulations. According to Mintel data, skincare products with claims related to environmental protection grew by 34% in 2022-2023, with particularly strong growth in urban markets. Additionally, a Kantar WorldPanel study found that 62% of skincare consumers in major urban centers consider pollution protection an essential attribute, up from 41% in 2020.