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Incorporating 21 Types of Beauty Ingredients! The Power of the "ELIXER The Serum®" Developed Over more than 10 Years by ELIXIR Utilizing Accelerated Essence Technology
"ELIXIR" is a skincare brand focused on aging. Since its launch in 1983, it has continually focused on collagen science.
Around 2020, the business strategy shifted from comprehensive marketing to a more targeted approach, evolving its technology alongside. In particular, the beauty serum "ELIXER The Serum" (hereafter, The Serum) generated significant buzz, with over 190,000 pre-orders and cumulative shipments exceeding 520,000 units within 10 days of its release［1］.
What kind of technology has been employed in The Serum that has attracted such attention? We spoke with Makoto Hayashi and Sara Tojima from Shiseido Japan, who are responsible for ELIXIR's marketing, about the background of The Serum's creation and the technologies incorporated.
PROFILE
Makoto Hayashi
Responsible for ELIXIR marketing in Shiseido Japan's Aging Care Marketing Department.
After joining Shiseido as a new graduate, she had stints in marketing for makeup brands and has been responsible for ELIXIR marketing since 2023.
PROFILE
Sara Tojima
Responsible for ELIXIR marketing in Shiseido Japan's Aging Care Marketing Department.
After joining Shiseido as a new graduate, she has been responsible for ELIXIR marketing since 2023.
Utilizing Unique High-performance Ingredient "Coaximide" & 21 Other Types of Beauty Ingredients
"The Serum" is also known as "倍速美容液®［2］" (literally, Accelerated Beauty Serum) for a reason: it employs ELIXIR's unique ingredient release technology, "倍速エッセンステクノロジー［3］" (Accelerated Essence Technology).Accelerated Essence Technology is a method where the beauty ingredient "Coaximide［4］" is released approximately twice as fast［5］. Coaximide was chosen as a specific high-performance ingredient from over 20,000 candidates to support the foundation of The Serum. I asked Hayashi how they arrived at this specific ingredient combination and technology.
"Customers have commented that they watch movies at accelerated speeds and we focused on the idea that daily life is a competition for time. General consumers are also becoming more knowledgeable about ingredients, leading to a trend of 'ingredient-targeted purchases.'
"Given this context, we considered, 'What kind of serum do our customers in this era require?' Researching ways to respond directly to trends led to the birth of Accelerated Essence Technology.
"The key point is the simultaneous achievement of 'a rich concentration of 21 beauty ingredients while also ensuring good absorption into the skin.' Typically, the addition of more beauty ingredients results in a richer, heavier feel and slower absorption. In contrast, because The Serum employs advanced technology, it can achieve the seemingly contradictory values of 'rich moisture and good absorption.'
"A serum packed with beauty ingredients spreads and absorbs quickly while providing a protective layer for the skin. Achieving this comfortable and moist sensation is the main point of The Serum" (Hayashi).
The mixture is packed with beauty-enhancing ingredients, yet it blends well into the skin and provides a rich moisturizing sensation. This dual pursuit of functionality and usability was made possible by Shiseido's unique research accumulated over many years. Tojima shared the customer feedback as follows:
"The Serum can address five skin care elements such as dryness, enlarged pores, and lack of firmness, and many customers express their delight that they can care for various aging concerns with just this one product."
Moreover, looking at the survey results from customers who used The Serum, it was truly gratifying to receive numerous compliments regarding its pleasant application, how easily it absorbs, and its cost performance that allows for caring with just one bottle" (Tojima).
In Keeping with the Title of “Miracle Drop”
The reasons for The Serum’s popularity extend beyond its high functionality, also including its pleasant texture and accessible price point."Our researchers have recreated the ideal texture. When hearing that it contains 21 types of beauty ingredients, some may envision a heavy texture, but this serum feels as if it disappears upon application.
"Once you actually hold it, you will feel a rich moisturizing sensation filled with beauty ingredients instead of a runny serum like water. When applied to the skin, it spreads instantly and provides a delightful experience that becomes addictive with every use" (Tojima).
"Regarding price, we are committed to offering it at a price below 10,000 yen because if the financial burden is too high, customers will not be able to continue using it" (Hayashi).
The Serum features a slightly heavier glass container, and refills are also available. This consideration is due to a focus on environmental sustainability.
"We have already provided refills for products like lotions, so we made sure to offer refills for The Serum as well. This helps reduce plastic waste, and glass has a higher recycling rate than plastic, making it more eco-friendly.
"Additionally, glass containers excel in protecting beauty ingredients. We incorporated glass containers to adequately preserve the 21 active ingredients.
"The brand name 'ELIXIR' embodies the wish to be a 'miracle drop' that maximally brings out individual beauty without being constrained by age. The design of The Serum's container has been crafted with the intention of being worthy of that miracle drop" (Hayashi).
Aiming to Provide Greater Value
Finally, I inquired about ELIXIR's future developments with both individuals."Since its inception over 40 years ago, ELIXIR has valued collagen science. The combination of advanced technological functionality and the value represented by the term 'Tsuya-dama' (艶玉, referring to a lustrous shine in the cheeks) aligns with our customers' wishes.
"Many customers are now frequently using the term 'Tsuya-dama,' which has become a widely recognized phrase. This is very gratifying for us. We aim to effectively communicate the functionality and appeal of our products through discussions with customers, ensuring that the term does not become just a buzzword" (Hayashi).
"With the support of numerous customers, ELIXIR continues to grow each year. Even when focusing on the five areas we have been prioritizing since last year, we have seen excellent results.
"We plan to continue our research and deepen our understanding of collagen science. As a brand, we aim to evolve further and provide even better value to our customers" (Tojima).
Thanks to the insights and technical expertise backed by years of research, ELIXIR continues to evolve. Moving forward, it aims to support many people with healthy skin and beauty through scientifically grounded, high-quality products.
［1］As of September 30, 2024
［2］Incorporating Speedy Essence Technology［3］
［3］The unique high-functional ingredient "Coaximide［4］" is released approximately twice［5］ as fast
［4］Hydroxyethyl Ethylene Urea (for skin firmness and hydration)
［5］Comparison of release time with and without the said technology measured by a synthetic membrane
Title Annotation: Incorporating Speedy Essence Technology
The unique high-functional ingredient "Coaximide［4］" is released approximately twice［5］ as fast.
［4］Hydroxyethyl Ethylene Urea (for skin firmness and hydration)
［5］Comparison of release time with and without the said technology measured by a synthetic membrane
Text by Rika Okuyama
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