UV Rays Are Also a Source of Skin Stress. A Serum with All-Day Hydration

The "Active Concentrated Serum," which was pre-released in February in Europe and various Asian countries and received favorable reviews, is a serum that delivers the "age-care = moisturizing care appropriate for one's age" that SHISEIDO MEN envisions.

According to Shiseido's research, awareness of aging concerns differs between men and women. While women primarily focus on "wrinkles, dark circles under the eyes, and pores," men are concerned about "sagging, dryness, and lack of firmness." Currently, many men use men's cosmetics for hydration against dryness, but there is a high demand for products that address aging concerns if they are available.

The newly released serum leads to a firm, refined appearance that does not betray the changes in a man's expression that come with age. The "Damage Defense Complex," a composite ingredient born from research into men's unique skin physiology, maintains the skin's natural barrier function and protects against dryness and roughness. It absorbs excess sebum and maintains healthy skin condition.