Ten years ago, Shiseido's Vital Perfection range was born, which focuses on the skin's internal potential.
At the heart of its formula: safflower (or safflower), a flower with medicinal virtues, already present in the line's treatments.
But the brand was interested in another variety harvested in the Tohoku region (in the North): the Mogami safflower.
Thanks to the quality of the soil and air, the flower offers a real benefit for circulation.
Its flowering only takes place one week a year, in July: “It is a flower which requires a lot of sun: it does not flower below 25°C”, explains Masaaki Konno, owner of a farm of safflower who has been cultivating the plant for over twenty years.
He also hopes to pass on his know-how to future generations.
Because for centuries, pickers, equipped with baskets, have pulled off the petals by hand, “a process that is easier after the rain,” as the specialist explains.
The flower is thus used both for dyeing (silk but also in makeup) and for its medicinal benefits.
Mr. Konno specifies that the fruit of his crops is distributed between different industries: food, clothing and cosmetics (he has thus established a partnership with Shiseido).
“Microcirculation”
Its advantages ?
Its antioxidant and especially circulatory powers therefore give rise to a new patented and highly concentrated active ingredient, SafflowerRed, which is at the heart of the formula of a new cream: the Supreme Concentrated Cream, intended for mature skin after 60 years. .
“Shiseido has always been convinced that microcirculation is a pillar of skin condition,” recalls Nathalie Broussard, head of scientific communication.
The Japanese cosmetics company has been working on the subject for twenty years.
Thanks to an index, the PC1, she was able to assess the quality of the vascular network and correlate it with the signs of aging.
Thus, a low index is synonymous with a decrease in collagen fibers and radiance as well as an increase in wrinkles.
Hence the choice of Mogami safflower, which will act on this problem.
In the safflower fields in Japan with Shiseido
In images, in pictures
See the slideshow06 photos
See the slideshow06 photos
The formula of the Concentrated Supreme Cream is also based on ReNeuraRED Technology, a complex inspired by neuroscience exclusive to Shiseido skincare.
The goal ?
Act as much on the firmness, the radiance of the complexion, the lifting effect as the redefinition of the features.
Finally, among the post-menopausal concerns, the loss of tone appears to be major.
Sculpturist Technology is based on the combination of burnet extract to activate contractile muscles and exercises to maintain muscle tone.
Either a biological and mechanical stimulation to reshape the oval while redensifying the skin.
Shiseido Supreme Concentrated Cream is aimed at women over 60 years old.
Shiseido
A new treatment enriched with a precious active ingredient to support women in their quest to age better.