Roots Of Eternity

A celebration of Shiseido’s Future Solution LX 10th anniversary took place during a culturally opulent ceremony in Kyoto, with the introduction of the ground-breaking Enmei Ultimate Luminance Serum

- Jessica Liew

Aritualistic approach the Japanese have towards beauty, among other things, is the attitude that puts the country ahead of its time. This methodical quality is also what enables iconic brands like Shiseido, to spread a legacy and message of authentic, timeless beauty for more than 140 years.

With countless milestones to its name, Shiseido’s innovative streak has led to the creation of renowned products dedicated to Asian beauty. Among them is the luxury anti-ageing Future Solution LX range, which celebrated its 10th anniversary with the new Legendary Enmei Ultimate Luminance Serum. Infused with the Enmei herb that’s linked to longevity and renewal, the product represents more than eternal beauty: it also honours Japanese beauty, as portrayed at a launch gala in Kyoto. We took part in the immersive experience of the new it-serum, that followed with a dedication at the sacred Shimogamo Shrine, and a chat with the serum’s makers.

STEEPED IN TRADITION

For a global brand, Shiseido’s reputation always goes back to tradition. We witnessed this at an ancient Noh drama presentation performed specially for the ‘Beauty Transcends Time’ anniversary project. It depicted the waka poem by Dr Motoaki Shinohara, that was also translated in a tamatebako lacquer treasure box. The performance was an introduction to the event’s central theme, a beauty that endures 1,000 years from now.