Shiseido to unveil new retinol-based wrinkle cream

Japan-based cosmetics firm Shiseido is set to unveil new Elixir Superieur Enriched Wrinkle Cream S.

The new product combines pure retinol with the firm's wrinkle reduction technique.

To be launched on 21 June, the new cream is part of the firm's latest initiative Facial Expression Project.

Shiseido has performed research and development (R&D) on several cosmetics under this project using pure retinol as an active ingredient.

In February, the Japanese Ministry of Health, Labour, and Welfare recognised the effect and efficacy of a Shiseido's pure retinol formulation to minimise deep wrinkles.

A new television commercial has also been launched as a part of the project.

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Image: Elixir Superieur Enriched Cream S. Photo: courtesy of Shiseido Company