Shiseido Company, Limited (“Shiseido”), launches Sustainable Beauty Actions (SBAS). As part of the global initiative, Shiseido will implement a range of sustainability-focused activities and products to create social value unique to the beauty industry.
Act to Create More Sustainable Future
The SBAS initiative is built upon three key pillars unique to Shiseido: “MOTTAINAI” (recycle and reuse), HARMONY (with society and the environment) and EMPATHY (resonate with all). Based on these three pillars, Shiseido will act to help create a more sustainable, beautiful future.
To mark the launch of SBAS, Shiseido will install an all-new refill service at its Global Flagship Store in Ginza, Tokyo. Named the ULTIMUNE FOUNTAIN, refills and biodegradable lip palette, the AquaGel Lip Palette, will be available at the same location.
Three Pillars of Sustainable Beauty Actions
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MOTTAINAI – Beautiful Environment: In the spirit of respecting the beauty of all things, the company will carry out environmental initiatives inspired by the unique Japanese concept of “MOTTAINAI”. This includes reusing, recycling, reducing and replacing with respect. MOTTAINAI” is a Japanese word that expresses a sense of regret over waste and is a call for gratitude and respect.
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HARMONY – Beautiful Society:
The company will nurture the beauty of society by engaging in community-focused activities in harmony with people and nature. Under the banner of the SHISEIDO BLUE PROJECT, the company will continue to protect and support the beaches, the oceans, and the skin. In addition, Shiseido will ensure greater transparency with new SAFE POLICY.
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EMPATHY – Beautiful Individuals:
Through the concept of #ALIVEwithBeauty, Shiseido strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute.
Source: Shiseido