A new in-store refill service and a lip palette said to be biodegradable “even in sea water” are among the first packaging developments to come out of Shiseido’s newly released Sustainable Beauty Actions initiative.
The Japanese beauty group is aiming to achieve “100% sustainable packaging” by 2025. The SBAS initiative, launching through its flagship Shiseido brand, is based around three pillars: mottainai (recycle and reuse), harmony (with society and the environment) and empathy (“resonate with all”).
Ultimune Fountain, the brand’s first refill service in Japan launching at Shiseido’s global flagship store in Ginza, Tokyo on November 19, will enable consumers to refill their bottles of Shiseido’s Ultimune Power Infusing Concentrate.
Biodegradable packaging is also a priority for the group. AquaGel Lip Palette is the first cosmetics pack to be made using Kaneka Corporation’s PHBH biodegradable polymer that is certified for marine biodegradability. The 100% plant-derived polymer forms the base material of the product casing, according to the brand.
The limited-edition five-shade palette was created in collaboration with German-Japanese artist Niky Roehreke. It will be available at Shiseido’s Ginza flagship from November 1, priced at ¥3,080 ($29).