IT'S TIME TO RETHINK EVERYTHING YOU KNOW ABOUT AGEING

Good news - your age doesn't dfine your skin. Here's how Shiseido's latest discovery on skin ageing is challenging outdated beliefs about growing older.

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We've long been told that age is just a number but how true is that, really? Society has conditioned us to see age as a limitation, especially for women, shaping expectations around beauty, health, careers and success.

Now, groundbreaking research is challenging that notion. In collaboration with world-class scientists at the Cutaneous Biology Research Center (CBRC) - founded in 1989 by Harvard Medical School and Massachusetts General Hospital with Shiseido's support researchers have discovered that numerical age doesn't directly dictate skin ageing.

Enter the latest evolution of Shiseido's iconic Ultimune Power Infusing Serum. Now powered by a patented technology designed to eliminate aged cells and slow the skin's ageing cycle, it reinforces a radical yet liberating idea: Age isn't measured in years alone. This philosophy, captured in the campaign tag line "Freedom from Age", redefines what it means to grow older - on your own terms.

The science of ageing