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Anne Hathaway is the new face for Shiseido’s latest skin care launch

Shiseido’s new Vital Perfection Uplifting and Firming Advanced Cream is the line’s most advanced age-prevention product to date, reports Jody Miller
February 4, 2024/23.56

Growing older is a privilege. Unless you know something the rest of us don’t, we can unequivocally agree there is only one alternative. With maturity comes a sense of serenity, joy, clarity, and wisdom. Every older person was young once. And every older person has more to give than an army half her age.

Of course, with age comes loss. One of those losses that causes distress, particularly in women, is the loss of youthful skin. The plump, dewy bloom of youth insidiously dissipates over time. There are generally two factors responsible for skin ageing: internal and external. Skin collagen and elastin synthesis decrease by 1 per cent each year, leading to disorganization of connective tissue. This depletion of collagen and elastin causes the development of skin wrinkles in the dermis layer. Skin also loses its elasticity, leading to laxity and sagging. External factors, such as decades of sun exposure, lead to hyperpigmentation and rough texture. If you spent any time with smoking, drug use, or excessive stress, your skin degenerates more noticeably and at a faster pace.

While good and consistent skin care is not a time machine, it is essential for skin health, and maintaining skin that appears luminous, vibrant, and refreshed. Japanese skin care brand Shiseido has been at the forefront of scientifically backed age prevention combined with centuries of wisdom utilizing native herbs and plant extracts. For decades, women and men all over the globe have looked to Shiseido for the latest in skin care innovation and youth preservation.

Shiseido’s Vital Perfection range is the consistent choice for premium skin ageing prevention. The collection visibly offsets the effects of time, leaving skin looking more firm with defined contours and improved resilience. On February 1, 2024, Shiseido added its most advanced product to date to the Vital Perfection line. The new Vital Perfection Uplifting and Firming Advanced Cream ushers in a new era in age prevention in a jar, guaranteed to become a must for anyone serious about the future of their skin.

Harnessing the potent power of Japanese botanical extracts, the new potent formula strengthens the skin’s invisible nutrient network, helping to maintain the natural production of collagen. It features SafflowerRed, exclusively grown in Japan, which helps to lift, firm, and make skin more even-toned. There’s ginseng root extract, known to help boost natural collagen production, leaving skin firmer and brighter, while strengthening the moisture barrier. Ziziphus jujuba fruit extract helps to improve elasticity and firmness, while also addressing hyperpigmentation. And caffeine is an antioxidant that helps to brighten skin and reduce wrinkles.

Safflower is the official flower of Yamagata which has been used for clothing and cosmetics for high-ranking officials for centuries. Shiseido’s SafflowerRed technology signifies a groundbreaking leap in skin care, harnessing the potent antioxidant properties of safflower extract to combat oxidative stress and inflammation, promoting radiant and resilient skin.

After two weeks of continued usage in clinical studies conducted by Shiseido, 90 per cent saw firmer, lifted and more even toned skin, 95 per cent saw brighter skin, 93 per cent saw less visible dark spots, and 91 per cent saw tightened facial contours.

The new Vital Perfection Uplifting and Firming Advanced Cream campaign features A-list actress Anne Hathaway. At 41, the seemingly ageless Hathaway perfectly captures the effortless beauty and radiance so desired by the modern consumer.

To learn more or purchase the new Shiseido Vital Perfection Firming and Uplifting Advanced Cream, please visit
Before and after the application of Shiseido’s Vital Perfection Uplifting and Firming Advanced Cream

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beauty / celebrity / Lucire
Filed by Jody Miller