Shiseido promises to offer ‘new experiences’ with Second Skin tech launch in October

The SHISEIDO Bio Performance series will consist of the Second Skin and a trial kit will be launched in Japan on October 1 and will retail from JPY3,850 (U$34.87) to JPY35,200 (U$318.82).

This technology was acquired in 2018 through the takeover of Olivo Laboratories, a US-based start-up that created the patented XPL Second Skin tech, a breathable, flexible, and nearly invisible artificial skin.

After its acquisition, the company spent three years to ready the technology for commercialisation, testing the product on around 4,000 people in the US and Japan.

“After three years of research since the acquisition of patented technology in 2018, it’s slated for launch in October, incorporating the brand’s proprietary technology. Second Skin will offer new experiences [for consumers],” ​said CFO Takayuki Yokota.

Second Skin is among Shiseido’s latest skin care investments Shiseido plans to focus on as it moves into the second half of 2021 and recover from COVID-19.

“We will enhance the business foundation for growth ahead of recovery from COVID-19. First of all, we are committed to completing global transformation was in 2021. We will continue investment in key areas, including skin beauty, new brands innovations and China,” ​said Yokota.

Shiseido will also continue the global rollout of the latest SHISEIDO Ultimune Power Infusing Concentrate which features the company’s research into blood circulation and skin health​.

Furthermore, the company will further the international expansion of clean beauty brand Drunk Elephant, which it acquired in 2019 for $845m.

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