Shiseido New Technology, Sun Protection + Skincare
- Chaileedo Press
- Jul 21, 2022
- 3 min read
Abstract: Shiseido Group's first revolutionary sunscreen technology "UV conversion technology" has been applied to the Anessa Sun Dual Care. It is worth mentioning that Shiseido will participate in the China International Consumer Products Expo in 2022 with brands such as Anessa.
Recently, The Shiseido Group claims to have created the industry's first revolutionary sun protection technology - "UV Conversion Technology". Inspired by plant photosynthesis, Shiseido has transformed harmful UV radiation into skin-beneficial "skin-beautifying sunshine", and combined this technology with the original sunscreen technology to develop a new "Sun Dual Care Technology™" with both sunscreen and skin care benefits. "(Sun Dual Care Technology™).
This Shiseido-developed technology can promote the production of hyaluronic acid and collagen while protecting against the sun, accelerating barrier repair and improving skin condition. Moreover, with the group's strong research strength, this technology has been applied to many of the group's brands. Anessa, a professional sunscreen brand known as the "originator of the Japanese sunscreen industry", has applied this innovative technology in the brand's first Anessa Sun Dual Care launched in China, which achieves the dual effects of sunscreen and skin care in one bottle, providing consumers with a new, efficient and convenient solution. It provides consumers with an efficient and convenient new sunscreen experience.
As basic skin care, sun protection has always been an immediate need for consumers. OIPB data shows that the Chinese sunscreen market size reached $2.1 billion and is expected to reach $3.6 billion by 2024. CHAILEEDO learned that, as the public's awareness of sunscreen becomes more profound, the sunscreen market is gradually evolving to segmentation and diversification.
In the face of the tens of billions of sunscreen market, the major brands have shown their iconic products to compete in this market, the list of TOP 9 hot-selling single products, Shiseido's Anessa Perfect UV Sunscreen Skincare Milk is ranked No. 1. Winona Natural Skin Care and Shiseido The Perfect Protector ranked 2nd and 4th in the list. It is worth noting that, according to the Taobao Live ON MAP "2022 January-April Taobao Live Sunscreen Report", the heated concept of skincare also penetrated from the foundation to the sunscreen, consumers have higher expectations for the last step of skincare routine. Based on the sunscreen skincare demand, products of this type have emerged.
The parent company of Anessa, Shiseido, has also been moving more frequently in China recently. First of all, China, the second largest market for Shiseido Group, had sales of $374 million in the first quarter, down $968 million yen from the same period last year, a decline of 20.6%. In this regard, Shiseido explained in its earnings report that sales and operating profit of the Shiseido Group fell in the first quarter of 2022 due to factors such as lower sales volume in China than last year and the slow recovery of consumer desire for cosmetics in the Japanese domestic market.
And in May this year, Shiseido's first specific investment fund, Ziyue Fund, was officially landed in China. Shiseido China confirmed that the entity of Ziyue Fund is Xiamen Ziyue Equity Investment Partnership, with a total registered capital of $3.6 million. According to Shiseido China, "Ziyue Fund will focus on investment opportunities in emerging brands and upstream and downstream related technology service companies in frontier markets such as beauty and health."
It is worth noting that Shiseido will bring 19 of its popular brands to the China International Consumer Products Expo in 2022 and present more innovative technology and brand achievements for consumers by relying on the open global display platform of the China International Consumer Products Expo. This year, Shiseido Group's new luxury men's skincare brand designed for Asian "Generation Z" men will make its global debut at the China International Consumer Products Expo and high-end perfume and makeup brand Serge Lutens will also make its Consumer Expo debut. As the largest overseas market for the Group worldwide, Shiseido will also further explore its growth potential in China.
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