Shiseido launches new skincare brand
Japanese cosmetics giant Shiseido has unveiled a new sustainable skincare brand developed with social responsibility and environmental considerations in mind.
The line, titled Baum, joins the company’s prestige beauty portfolio, which includes Clé de Peau Beauté, Nars, BareMinerals, Laura Mercier and Dolce & Gabbana.
Based on the concept of "coexistence with nature", a philosophy valued by Japanese people for centuries, Baum promises to embrace "the power of trees".
In total, 27 new products will be released as part of Baum’s inaugural collection on 30 May, with a store opening at NEWoMan in Yokohama, Japan to celebrate the launch.
A further shop is scheduled to open at Takashimaya Gate Tower Mall in Nagoya, Japan in July and two pop-up activations will take place at Isetan Shinjuku and NEWoMan Shinjuku in Tokyo throughout late May and June.
Shiseido said the new skincare solutions will have a focus on three key characteristics found in trees: water storage, growth and environmental defence. The products have been formulated without parabens, silicones or synthetic colorants, and blended with tree-derived natural fragrances.
They will come in packaging made from upcycled wood, PET plastic bottles or recycled glass containers. And to further show its environmental credentials, the company has partnered with Sumitomo Forestry Co, a wood products corporation in Japan, to plant and grow oak trees from 2021.
The announcement comes as companies around the world join efforts to support the fight against Covid-19. Shiseido is donating about $1.4 million to the Shanghai Charity Foundation, and is offering utility products to areas in need.
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