Sustainable beauty embracing the blessings of trees: Shiseido’s new brand Baum Japan

 

 

An increasing number of beauty consumers place importance on companies’ and brands’ attitudes toward social responsibility and environmental considerations.

Shiseido luxury beauty conglomerate those brands include SHISEIDO, Clé de Peau Beauté, IPSA, NARS, bareMinerals, Laura Mercier, Dolce&Gabbana, launches new sustainable skincare brand Baum. To be unveiled officially in May, the prestige beauty brand’s offering will include 27 products.

Baum beauty brand focuses on ”the power of trees”, gracefully harmonizing with environmental changes and living for hundreds of years. The prestige beauty brand aims to realize a sustainable society that fully embraces the blessings of trees and preserves them for the future.

With this launch of BAUM, Shiseido aims to realize a sustainable beauty brand based on the concept of ”coexistence with nature”

Products embracing the blessings of trees support healthy skin regardless of age or gender with a focus on three key characteristics found in trees: “water storage”, “growth” and “environmental defense”. More than 90% of the formula is of natural origin and contains no parabens, silicones or synthetic colorants.

Blended with mainly tree-derived natural fragrances to soothe, relax and calm, all the new cosmetic products are compliant with ISO16128.and natural origin index is more than 90% (including water).

Activities to preserve trees for the future: Use of upcycled wood in product packaging.

“We recycle wood offcuts from the furniture manufacturing process, in collaboration with Karimoku Furniture, a manufacturer of wood furniture in Japan. We restore fine-quality oaks collected in the Tohoku and Hokkaido regions of Japan by making the best use of and giving them a new mission, resulting in unique variations and depths of grain and color,” shared shiseido in a statement.

The efforts to reduce environmental impact include refill products, original reusable bags, and participation in forest conservation activities. The company uses bio-based composing plant-derived PET for some plastic bottles and recycled glass for glass containers. Baim beauty brand will mainly plant and grow oaks, used in packaging, in the “BAUM Forest” in cooperation with Sumitomo Forestry, a comprehensive housing and wood products corporation in Japan. Seedlings will also be grown in the BAUM stores. The first planting is scheduled in 2021, announced shiseido group.

“The store, which offers BAUM products, is designed on the concept of an encounter with the blessings of trees. The store aims to serve as a perch for a moment of peace, a sense of natural suppleness and beauty amid the hustle and bustle of urban city life. It provides a space and experience, inviting visitors to experience premium comfort while trying the products and their soothing fragrances,” explained Shiseido group.

Shiseido Established New Research Branch of China Innovation Center in The Oriental Beauty Valley, Shanghai, China

Shiseido Company, Limited announced on March 17, 2020, to establish a new research branch of its China Innovation Center in The Oriental Beauty Valley, an industrial park of health and beauty industries located in the Fengxian District of Shanghai, China.

The Oriental Beauty Valley, opened in 2015, is a health and beauty industry-focused economic district spanning cosmetics, foods, pharmaceuticals and biotechnology. Known as the “City of China’s Cosmetics”, it comprises a wide range of companies and talents, and is expected to become a center for the health and beauty industries worldwide. Shiseido is the first top-ranked* global beauty company to enter The Oriental Beauty Valley.

Shiseido will collaborate with various companies and institutes located in The Oriental Beauty Valley to drive the development of the cosmetics industry in China as well as to accelerate sustainable growth globally.