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Developed by the joint efforts of Shiseido staff in Japan, U.S. and Italy, Inoui was introduced in 1977. Unlike other Shiseido products, which were based on oriental concepts, Inoui was created based on western aesthetics. Targeting the contemporary career woman, Inoui was marketed without Shiseido's flowering camellia corporate trademark.
In 1978, Shiseido combined imagery of Japanese lacquerware with the most advanced technology available to form the Serge Lutens-inspired Moisture Mist which soon became Shiseido's international flagship makeup line.
Shiseido's first skincare line created exclusively for international markets was introduced in 1980. The Facial line was formulated to maintain a balance between moisture, natural oils, and energizing factors.
Taking a new approach to problems of the skin, Bio-Performance, introduced in 1988, employed two exclusive, widely acclaimed products of Shiseido's bio-technological research --- Bio-EPO and Bio-Hyaluronic Acid, both highly effective in energizing skin cells while protecting and moisturizing skin.
This line was reinforced in 1993 with the addition of Bio-Performance Advanced Super Revitalizer, which includes Hydrolyzed Keratin Complex for even greater anti-peroxidant effects. The release of Bio-Performance Advanced Super Revitalizer Whitening Formula with Arbutin was met with enthusiasm from those requiring the benefits of this advanced formula while protecting skin against problem spots and freckles.
Featuring colors created by Serge Lutens, the Shiseido makeup collection, launched in 1989, gently shades, beautifies, and highlights all skin types. The pampering colors of Shiseido makeup combined high fashion with outstanding skincare benefits to enrich and revitalize skin while providing protection against damage. Shapes evoking the spirituality of Japanese culture --- a stream polished stone or an elegant stalk of bamboo --- are combined with European refinement and luxury.
Shiseido's global skincare lines offered elegantly simple three-step programs. Vital Perfection introduced in 1991 supplies skin with a perfect balance of natural moisture, nourishment, and energy by using ingredients such as EPC-K, an exclusive component which helps inhibit oxidation. Vital Perfection also protects skin from the environment by enhancing skin's natural balancing functions thereby making it beautiful and supple.
In 1994, for younger oily to normal skin, Shiseido introduced Pureness which effectively moisturized, balanced, and refined skin texture while restoring clarity. Shiseido's exclusive Phytogenic Complex, a water-based, high-performance blend of natural fruit and plant compounds swiftly penetrates skin to deliver essential moisture keeping younger skin looking its best Originally introduced in 1996, Benefiance offered state-of-the-art anti-aging care for the mature woman. Moisturizing Bio-Hyaluronic Acid, anti-oxidant ECT Protective Complex, and other revolutionary ingredients work to boost mature skin's physiology to improve its texture by visibly smoothing wrinkles, improving dryness, and enhancing resilience.
From its original introduction in 1897, Eudermine has continued to evolve and grow in both packaging and formulation. Exactly 100 years later in 1997, Eudermine was newly formulated as Eudermine Revitalizing Essence and was simultaneously launched in the Japanese and international market as a product symbolizing Shiseido's world of beauty and corporate philosophy which has come down over the years as an important intangible asset.
Launched in 1997, Shiseido Relaxing Fragrance cultivated a new aromacology fragrance market and firmly established Shiseido as a "fragrance innovator". Its innovative concepts earned recognition at the U.S. Fifi Awards, the most authoritative award in the fragrance industry.
In 1999, the Shiseido Energizing Fragrance line was introduced. In contrast to the relaxing effects promoted by the Relaxing Fragrance line, the vibrant fusion of lively notes in Energizing Fragrance proposed an exuberant sense of well-being.
Another breakthrough was introduced in 1999. State-of-the-art skincare containing Shiseido exclusive ingredient Phyto-Vitalizing Factor works to promote restoration of the skin's basement membrane and help skin function optimally. The Skincare strengthens stressed skin, enhances its protective and restorative capabilities and diminishes early signs of skin aging.
Approximately four decades from its first introduction, Zen was completely reformulated in 2000. The new pure scent is a quintessence of the Japanese spirit and is based on traditional eastern senses of beauty. Zen symbolizes harmony with nature and love of all things by seeing inherent beauty. Shiseido approached the 21st century with a new makeup line. Shiseido The Makeup uses "advanced luminous technology" to optically control skin color and texture to optimize inner beauty. Packaging is sensual with comforting curves and textures. Created for ultimate beauty, enjoyment and well-being, The Makeup is the culmination of science and aesthetics.
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