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Shiseido’s New Neuroscience Range for Millennials

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By: Jamie Matusow

Editor-in-Chief

Inspired by neuroscience, Shiseido’s Essential Energy Cream, which launches globally this month, is part of a new range that features patented ReNeura Technology. It addresses what Shiseido calls “a growing concern among women in their 30s that their skin is becoming increasingly desensitized to skincare.”

ReNeura Technology harnesses the combined power of science and nature to “activate the power of touch to awaken unresponsive skin and to boost the effectiveness of skincare products.”

The packaging is inspired by the handcrafted tea bowls used in Japanese tea ceremonies, designed to appeal to the sense of touch with a natural fit into the palm. Shiseido Essential Energy comes in 64 unique shapes and graphic designs, each piece meticulously crafted and tested using psychological metrics to empirically prove its effectiveness in awakening the senses while delivering a sensation of comfort.

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