An energetic, aspiring woman has a fully packed schedule, and a demanding, fast-paced lifestyle.
All this can be rough on her skin.

Women who work not only for career success but also for personal satisfaction lead fulfilling lives. But balancing the ups and downs, the time commitments, the responsibilities and the deep emotional investment they make in their work exposes them to ongoing external and internal stress.

It’s no surprise that these women experience recurring problems with their skin—problems that come and go, and will never completely resolve.

• Skin problems that occur after several nights without enough sleep
• Hormone-related breakouts that show up every month
• Skin that becomes severely dry in the office environment
• Oiliness and visible pores after a night of celebrating
• Skin that instantly becomes rough when balanced nutrition is not maintained

It’s not always easy to change your lifestyle for your skin.
So Shiseido changed skincare, for your lifestyle.

SHISEIDO IBUKI brings you

“Ready-for-Anything Skin”

Now you can focus on being your best self.
Without worrying about how to have your best skin.

SHISEIDO IBUKI
Bring your skin to life.

Build inner resistance, for smooth, trouble-free skin.

Ibuki is a new kind of skincare for women who want to stop dealing with the same skin problems, over and over.

Launch background:

All over the world, the generation born after 1980 represents new values. Every region has it’s own name for this segment. But all the names reflect that this group represents what’s next. They gain information through “networks”, and through this process they create trends, and establish their own individuality. Shiseido developed Ibuki for the skin of women precisely in this 25-34 age group—based on comprehensive research of their lifestyles and skin physiology.

The name ”Ibuki”:

Ibuki is a Japanese word that refers to a kind of inner strength—a buried resource that can endure adversity, and emerge in beautiful condition. Think of nature’s ability to resist the harshness of winter, and bring out beautiful new life in the springtime. Like nature, your skin protects and nurtures the strength within it, even as your environment changes. But as your work and personal life demand more of your energy, skin can weaken and its condition can deteriorate.

SHISEIDO IBUKI is a new skincare line that builds skin’s resistance to UV rays, dryness and daily stress by infusing it with long-lasting moisture. This puts skin in a super-hydrated state, so it can maintain its full, healthy, moisture-plumped form. Now you can fully support your skin’s inner power to resist problems, and keep its ideal balance.

Bring your skin to life.

What’s going on with this generation’s skin:

NEW FINDINGS – Stress and lifestyle factors cause skin surface cells to shrink and this causes recurring skin problems.

Experiencing dramatic changes in both their career and their private lives, the target is especially prone to external stresses such as dryness and UV rays, as well as internal stresses such as lack of sleep, weight loss and an unbalanced diet. These factors combine to cause recurring skin problems.

In researching the target’s skin and its repetitive problems, Shiseido discovered that the cells on the skin surface contract under stress. This leads to poor cell alignment, and an unstable condition that degenerates into a negative cycle. Excess cells harden on the skin’s surface layer, preventing healthy new cells from emerging. The skin’s resistance against internal and external stressors declines, and skin’s beauty becomes extremely vulnerable.

The advancement:
Shape Memorizing Cell Technology™

SOLUTIONS – Shiseido’s exclusively developed Shape Memorizing Cell TechnologyTM inhibits cell shrinkage. It refills surface cells that been shrunken by exposure, supplying moisture that revives them to their optimal shape. It also helps the surface layer “memorize” the shape of cells in their optimal condition, with the surface cells arranged in alignment to provide effective resistance.

For the surface layer to “memorize” its optimal condition, it is vital that the cells remain plump with moisture so their shrinkage is inhibited, that excess surface cells are removed, and that strong, healthy, new epidermal cells are produced. Shiseido’s PhytoResist Complex promotes these three key functions.

Shape Memorizing Cell Technology™
Surface cells “memorize” their most powerful and effective alignment

PhytoResist Complex:
3 major functions and component ingredients

Fills in—PhytoResist Complex promotes production of NMF* and inhibits cell shrinkage

With Lamium album Extract + Trehalose

The cells of skin’s basement membrane grow by changing their shape and properties. NMF, the key to cellular memory, is created during this process. Lamium Album Extract is a perennial labiatae. It increases the generation of bleomycin hydrolase enzyme, which is key to NMF production*. It accelerates the production of NMF*, and fills the surface cells with moisture.

*Effective in promoting the production of BH enzyme, which promotes the production of NMF.

As cells are pushed up to the surface layer, exposure to various stressors causes them to shrink and change shape. Trehalose is a 100% natural moisturizing ingredient found in shiitake mushrooms and kelp. When the moisture in your skin evaporates, the moisturizing function of trehalose takes over to protect it, retaining moisture and effectively inhibiting shrinkage in the surface cell layer.

Clears out—PhytoResist Complex controls thickening of excess surface cells

TMG (trimethyglycine)

A natural ingredient extracted from the byproducts of beet molasses, TMG removes dead cells that make skin rough and dull, and smooth the surface layer.

Builds up—Encourages healthy cell production in the basement membrane

Yuzu Seed Extract

The basement membrane plays an important role in producing optimal epidermal cells. This Japanese citrus seed extract strengthens the basement membrane by enhancing the production of laminin-5 and type -IV/ type-VII collagen, the primary components of the basement membrane.

Key ingredient
PhytoResist Complex: the ingredient that can reform your skin.

Memorizes cellular shape and promotes production of NMF*

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SHISEIDO IBUKI Gentle Cleanser – S$43, 125ml

A gentle cleanser that immediately lathers into a creamy foam, lifting away the impurities and excess surface cells that lower the skin’s resistance, without stripping away skin’s essential moisture. Leaves skin feeling fresh and silky smooth to the touch.

SHISEIDO IBUKI Purifying Cleanser – S$43, 125ml

An invigorating scrub that dislodges resistance-lowering impurities and excess surface cells, without harming the skin. It immediately lathers into a creamy foam, and leaves skin thoroughly clean and refreshed, with a satin-smooth feel.

• Protects skin’s moisture and prevents its natural moisturizing factor (NMF) from being washed away.
  – Biologically relevant cleansing ingredient AMT
• Gently removes excess surface cells without harming the skin, and enhances the effects of the skincare steps that follow.
  – TMg
• Contains Trehalose.
• Lathers into a rich foam even with hard water, and rinses off easily.

TO USE:

• Combine small amounts of cleanser and water to create a generous lather. Cleanse with gentle circular motions. Rinse well.

SHISEIDO IBUKI Softening Concentrate – S$50, 75ml

A concentrated softener that penetrates quickly and deeply into the skin’s surface. Building the skin’s resistance to problems by filling it with moisture, this comfortably rich formula also enhances the effects of additional skin care steps.

• Spreads easily, with a dewy feel.
• Moisture penetrates skin upon application.
• Helps surface layer cells “memorize” their optimal shape, for resistance to skin problems.
  – Formulated with PhytoResist Complex, based on Shape-Memorizing Cell Technology™
• Formulated with Shiseido’s moisture-penetrating ingredients and emollients, to deliver long-lasting moisture deep into the skin surface and keep it from escaping.
  – Super Hydro-concentrated Formula (tentative)
• Rich, gentle texture never feels sticky.

TO USE:

• Smooth over the face after cleansing.

SHISEIDO IBUKI Refining Moisturizer – S$66, 75ml

A multi-functional moisturizer that fundamentally improves visible pores, the appearance of breakouts/ blemish marks and skin roughness caused by dryness, and maintains moisture all day long. By filling the skin with moisture, it builds resistance to problems, and creates a smoother, more refined skin texture.

• Helps surface layer cells “memorize” their optimal shape, for resistance to skin problems.
  – Formulated with PhytoResist Complex based on Shape-Memorizing Cell Technology™
• Glycylglycine prevents and improves visible pores.
• Peony Root Extract addresses breakouts/ blemish marks.
• Contains Lempuyang Extract to improve dullness.
• Witch Hazel Extract provides anti-oxidative effects.
• The Re-texturizing Formula helps skin maintain 24-hour moisture.
• Feels dewy and light on the skin, with a comfortable texture.

TO USE:

• Smooth over the face after cleansing and softening.

SHISEIDO IBUKI Refining Moisturizer Enriched – S$66, 50ml

A multi-functional moisturizing cream that fundamentally improves visible pores, the appearance of breakouts/ blemish marks and skin roughness caused by dryness, and maintains moisture all day long. By filling the skin with moisture, it builds resistance to problems, and creates a smoother, more refined skin texture.

• Helps surface layer cells “memorize” their optimal shape, giving skin resistance to problems.
  – Formulated with PhytoResist Complex based on Shape-Memorizing Cell Technology™
• Glycylglycine prevents and improves visible pores.
• Peony Root Extract addresses breakouts/ blemish marks.
• Contains Lempuyang Extract to improve dullness.
• Witch Hazel Extract provides anti-oxidative effects.
• Re-texturizing Formula helps skin maintain 24-hour moisture, and improves skin roughness.
• Feels rich on the skin, with a light, non-sticky touch.

TO USE:

• Smooth over the face after cleansing and softening.

SHISEIDO IBUKI Protective Moisturizer SPF15 – S$66, 75ml

A multi-functional moisturizer that protects skin against external aggressors such as UV rays and air pollutants, reduces the appearance of visible pores, the appearance of breakouts/ blemish marks, and counteracts roughness caused by dryness. Creates a bright, luminous look. Filling the skin with moisture, this formula helps build resistance to problems and renews surface cells for a smoother, more finely-textured appearance.

• Helps surface layer cells “memorize” their optimal shape, for resistance to skin problems.
  – Formulated with PhytoResist Complex based on Shape-Memorizing Cell Technology™
• Gold powder promotes a luminous look and red powder promotes clarity and a healthy complexion.
  – Contains Soft Reflecting Powder, for a luminous glow
• Glycylglycine prevents and improves visible pores.
• Peony Root Extract Prevents breakouts/ blemish marks.
• Lempuyang Extract improves dullness.
• Witch Hazel Extract provides an anti-oxidative effect.
• Protects against UV rays and external aggressors during the day with SPF 15.

TO USE:

• Smooth over the face after cleansing and softening.

SHISEIDO IBUKI Eye Correcting Cream – S$60, 15ml

A cooling eye cream that addresses dark circles, puffiness and fine lines, for immediately more vibrant eyes. Helps the appearance of eye area achieve resistance to stress factors resulting from lack of sleep.

• Helps skin’s surface layer cells “memorize” its optimal shape, for resistance to skin problems.
  – Formulated with PhytoResist Complex based on Shape-Memorizing Cell Technology™
• Improves the appearance of dark circles.
  – Lempuyang Extract inhibits tyrosinase activity
  – Inner-derm Light Enhancing Powder boosts the light within skin
• Improves puffiness.
  – V-E acetate
  – Houttuynia Cordata Extract
• Improves fine lines caused by dryness.
• Provides a long-lasting 24-hour moisturizing effect.
• With a non-sticky texture, the cream absorbs quickly into the skin, creating a cooling sensation and firming the skin around the eyes.

TO USE:

• Apply every morning and night as the last step of your skincare routine.
• Using your fingertips, smooth cream gently over the eye area, with a light patting motion.

SHISEIDO IBUKI Starter Kit – S$40 [Limited Edition]

Correct Imperfections. Resist Future Problems. This 2-week trial-size starter kit will be available for a limited time, as an introduction to the new skincare line.

Starter Kit

• Gentle Cleanser 30mL
• Softening Concentrate 30mL
• Refining Moisturizer 30mL

After 2 weeks of use:

Gentle Cleanser
94% felt that this product cleansed without stripping away skin’s essential moisture.
Tested by 107 women.

Softening Concentrate
92% felt that this product plumped their skin.
Tested by 106 women.

Refining Moisturizer
90% reported their skin being in its best condition ever.
Tested by 106 women.

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Clinically proven:
Customer survey results

The synergistic effect of using 3 products*

After 4 weeks use, skin was stronger, with higher resistance. A variety of other skin problems were also improved.

Unique effects of Refining Moisturizer

After 4 weeks, users felt that their skin was in its best condition ever, with improvements in visible pores, the appearance of breakouts/ blemish marks and skin roughness.

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Package Concept

The Ibuki packaging reflects a fresh, new approach to skincare—one that liberates a new generation of women from the repetitive skin problems of the past. Like the energy that guides a seedling up through the ground toward the sun, this package design represents the beauty of refreshed, healthy skin, gaining strength, overcoming the stresses of the modern world, and coming back to life.

The silky, subtle color and texture of the materials evoke the natural, unmarred smoothness that Ibuki brings out in the skin.

In addition, the delicate combination of metallic sparkle and airy beige on the cap adds the sense of energy rising up with from within, and filling the skin with life.

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The range Shiseido IBUKI skincare will debut at Takashimaya this September 2013 with a series of workshops running from 5 – 11 September (more details coming soon).

Thank you for reading.