In Japan’s flower fields, a flower that blooms for only one week a year

Ten years ago, Shiseido’s Vital Perfection range was born, which focuses on the inner potential of the skin. At the heart of its formula is safflower (or prostate), a flower with healing properties already present in the line’s treatments. But the brand was interested in another variety harvested in the Tohoku region (in the north), the Mogami safflower. Thanks to the quality of the soil and air, the flower provides a real benefit to the circulation.

Its flowering occurs only one week a year, in July. “It is a flower that requires a lot of sun. it doesn’t bloom below 25°C,” explains Masaaki Konno, the saffron farm owner who cultivated the flower. planted for more than twenty years. He also hopes to pass on his knowledge to future generations. Because for centuries, pickers equipped with baskets removed the petals by hand, “an easier process after the rain,” as the expert explains. The flower is therefore used for dyeing (silk but also makeup) and for its medicinal benefits. Mr. Konno notes that the fruits of his harvest are distributed among different sectors: food, clothing and cosmetics (thus he established a partnership with Shiseido).

“Microcirculation”

Its advantages: Its antioxidant and especially circulation powers therefore give rise to a new patented and highly concentrated active ingredient, SafflowerRed, which is at the heart of the new cream formula, Super Concentrated Cream, designed for mature skin after 60 years. “Shiseido has always believed that microcirculation is the pillar of skin condition,” recalls Natalie Broussard, Head of Scientific Communications. The Japanese cosmetics company has been working on that topic for twenty years. Thanks to the PC1 index, he was able to assess the quality of the vascular network and relate it to signs of aging. Thus, a low index is synonymous with a decrease in collagen fibers and brightness, as well as an increase in wrinkles. Hence the choice of Mogami safflower, which will act on this problem.

Concentrated Supreme Cream’s formula is also based on the neuroscience-inspired ReNeuraRED technology, exclusive to Shiseido skin care. The goal? Act as much on strength, tone shine, lifting effect as on the reinterpretation of features.

Finally, loss of tone looms large among postmenopausal concerns. Sculpturist Technology is based on a combination of burnet extract to activate contractile muscles and maintain muscle tone during exercise. Or biological and mechanical stimulation that reshapes the oval while thickening the skin.

A new treatment enriched with a precious active ingredient that supports women in their quest to age better.