Skin Detoxification Starts with Cleansing

──The cleansing milk 'AW Pure Cleansing' and the facial mousse 'AW Pure Mousse.' It's the launch of the long-awaited skincare line.

The Awakening Series is SHIGETA's first skincare line, and these are the first two products. Most brands typically launch a full lineup, but for us to meticulously craft each item until we're completely satisfied takes an enormous amount of time in our small lab. So, we decided to proceed with our characteristic approach: gradually expanding the line as we complete products we're happy with. Thus, we asked ourselves, 'Where should we begin?' and the answer was, 'Cleansing, of course.'

SHIGETA has always been a brand that promotes 'detoxification'—releasing what the body doesn't need. Naturally, the skin has this role too, and we wanted to enhance that function. To bring out the skin's inherent power and facilitate proper skin detoxification, starting with cleansing was the most logical answer for SHIGETA.

The Power of Morning-Picked Roses Was the Catalyst for Everything

──SHIGETA is known for its product development that maximizes the potential of plants. What is the key plant for this line?

It's 'Rose,' above all else. Pure, fresh rose water, extracted from damask roses picked in the morning, is generously included in both AW Pure Cleansing and AW Pure Mousse.

Creating cosmetics is similar to cooking. Just as there's a right time to add salt or sugar to make a dish delicious, the 'timing of addition' is crucial in cosmetics. Take fragrance, for example. Whether you add an ingredient while the pot is still hot, after it has cooled, or after something else has been added, the final balance changes significantly.





──The damask roses used are from Bulgaria, correct?

Fundamentally, the Awakening Series was conceived with Bulgarian roses in mind. It all began two years ago when I visited the region to pick roses and was overwhelmed by their power.

Rose picking happens early in the morning, around 5 or 6 AM. The area is situated between mountain ranges, so there's a lot of morning dew, meaning high humidity. Consequently, the fragrance feels more concentrated, as if it's settling downwards. It's like cherry blossoms; they don't have a strong scent during the day but are fragrant in the morning or evening. As soon as I entered the fields, the intense aroma enveloped me, like a waterfall of roses pouring into my body.

──What do you mean by that? Not just the scent, but the roses themselves entering your body?





──I see. And that has now taken shape as this product.

Yes. When I consider what my customers and users need right now, as I mentioned, there were many requests for cleansing products. I'm delighted to be able to respond to that this time.

The Awakening Series Holds Many 'Awakenings'

──You've mentioned wanting to create a skincare series for some time.

Yes, I've been thinking about it for many years. Unlike typical cosmetic companies that conduct marketing research to define target markets and create products, SHIGETA develops products as solutions to meet needs directly gathered from my communication with customers.

For instance, I regularly offer coaching sessions at department stores, and listening to everyone's stories teaches me a lot. I learn, 'Ah, so this is what people are struggling with now,' or 'They have such strong desires, perhaps I can help them by creating something like this.' Through this, I came to want to offer skincare items as well. This is the result of SHIGETA's unique marketing approach.

──Listening to each person's voice and touching their skin allows you to understand their true feelings.

Indeed. I believe SHIGETA thrives because I have the invaluable opportunity to hear directly from people in real-time. The Awakening Series is also a product born from responding to everyone's needs. It's designed to be relatable for many people.

Results Beyond Expectations: The Secret Lies in the Quality of Ingredients!

──Besides the rose water, what are the other standout features?

That would be the results, quite simply. AW Pure Cleansing not only removes makeup but, when massaged gently into the skin, makes it incredibly soft. It was surprisingly so, even for me. We were astonished by the unexpected effectiveness and, poring over the ingredient list, our entire team discussed why it was so remarkable, trying to uncover the secret. We concluded that the ingredients themselves were delivering exceptional results.

For example, 'apricot oil.' You might think, 'Oh, just apricot oil,' (laughs), but it's truly wonderful. I rediscovered its benefits with this cleansing milk. Apricot oil penetrates deep into the skin, promoting elasticity. It's genuinely fantastic. A little massage makes the skin feel plump and supple. Please try it.

For Those Who Want to Skincare While Enhancing Their Skin's Natural Abilities

──Could you please share any key points for using each product?

For AW Pure Cleansing, as I mentioned, apply a generous amount, about the size of a muscat grape, and gently massage it into your skin while removing makeup. This will make your skin very soft and add elasticity. After cleansing, you can either wipe it off with rose water or rinse it off with water, whichever you prefer. For sensitive skin, wiping it off is recommended.





For AW Pure Mousse, apply it to your skin without rubbing, and gently spread it over your entire face, moving only the foam as if enveloping your skin. The foam will lift away impurities, so there's no need to scrub with your fingers. After rinsing, your adult skin won't feel tight; it will actually feel quite supple. It's very moisturizing.

──The price is also quite reasonable, which is a relief.

I worked hard on that (laughs). Both cleansing and face washing are daily necessities and form the foundation for healthy skin. Therefore, I want you to use them generously and thoroughly without hesitation. It would be most disappointing if people thought, 'This product is great, but it's too expensive...'

──Both items are suitable for all skin types and easy to use. Who would you particularly recommend them to?





──Finally, could you tell us about the future development of the Awakening Series?

Although the skincare series I've longed for is complete, we certainly plan to add more items sequentially. In fact, I'm already working on it; all my recent skincare is from trial products. I always carry small bottles with me (laughs). We might be able to announce the second installment around autumn. Please look forward to it.

──I'm looking forward to it. Thank you for your time today.





SHIGETA JAPAN
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www.shigeta.fr