East meets west with Shiseido
Belinda Brown reports
The Japanese skincare and
cosmetics company Shiseido started life over a century ago – and has been
a presence in major department stores in the west for
many years. The Japanese characters for Shiseido stand for “praise of the virtues of
earth, which nurtures new life and brings forth new values”. Shiseido believe that
these words reflect the company’s unique blend of eastern aesthetics and sensibility
with western science.
Certainly the products are a delight to use
– delicately scented and light in texture. And with many specifically geared to
mature skin, they’re definitely worth a look
despite fairly high price tags. New since October 2002 is Future Solution, a revitalising cream created to
work on all three layers of the skin - the epidermis (top layer), dermis and base membrane
– to reverse the slow-down in regeneration that occurs as we get older.
 The cream’s blend of ingredients includes
what sounds like a mix of natural and high-tech: ‘hydro
infusion complex’ to increase moisture levels ‘by working with the skin’s
DNA’; super bio-hyaluronic acid, a humectant that can, makers claim, hold 30 times more moisture than its own weight;
and saikosaponin, which comes from the root of the chai hu plant and apparently enhances
the ability of the dermis to produce collagen and hyaluronic acid.
In laboratory tests on 20
women, conducted for four weeks under normal conditions, over 80 per cent reported that
their skin was firmer and 55 per cent considered this cream “a total anti-ageing
product”. At £130 for 50 ml, however, it must be one of the costliest skincare
products around.
Less expensive, and specifically for the older woman,
is Shiseido’s Benefiance - an
irresistable range designed to ‘work in synergy with the skin’s natural
rhythms’. Many items in the range incorporate LAG Revitaliser, a combination of the
amino acid L.Argenine and humectants. This is designed to help mature skin retain moisture
and nutrient levels, so restoring resilience and radiance. The range incorporates
cleansers, softeners (toners), day and night moisturisers and eight special treatments
designed to lift and firm.
One such treatment is the Firming Massage Mask, a sensuous and creamy gel
that you massage into the skin using a simple three-minute technique. This is to enhance
skin functioning, promote firmness and eliminate stress. The makers recommend that the
mask should then be left in place for three more minutes to heighten its energising and
moisturising benefits – in part said to be attributable to vitamin E conditioning
granules and the humectant bio-hyaluronic acid. It costs £33.00 for 50 ml.
The Eye Treatment Mask is another treat that
works to hydrate and energise the skin. Each pad consists of a sheet of cooling gel that
should be placed underneath the eye for 15 minutes as the final part of a beauty routine.
Recommended particularly after long days or late nights, they are an affordable luxury at
£25.00 for a box of ten treatments (20 pads).
Shiseido’s Bio Performance range is
worth a look as well. It includes Advanced Super
Revitaliser Cream, a concentrated 24-hour treatment that works to ‘combat the
effect of an aggressive environment while energising and rehydrating the skin’. It
incorporates Bio-EPO, a complex designed to promote active cellular functioning, and HKC,
an antioxidant ingredient. It costs £53.00 for 50 ml.
 This range also includes Intensive Clarifying Essence, a multi-action
formula that can be used on the eyes as well as the face. This incorporates bio plant
exfoliant, an advanced alternative to AHAs that works by stimulating the skin’s
natural exfoliation process. The essence also includes moisturisers, a vitamin C and
vitamin E derivative. Intended for use after cleansing and balancing (toning), it should
be applied twice daily under moisturiser. It costs £52.50 for 40 ml.
Whether or not Shiseido praises of the virtues
of earth, nurtures new life and brings forth
new values, it is a quality product with a faithful following. Take a look at it next time you are near a beauty
counter.
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A vast industry is out there to help with all and every beauty concern. In
this column every month laterlife.com will report on ideas and products, old and
new. The practical results of everything from creamy cleansers to mud baths will be
brought to you. All with the focus on maturity of course.
