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Exploding Sales in Over 80 Countries Worldwide! Is Shiseido Men's 'Black Ultimune' the Real Deal?

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Has there ever been such a best-selling "men's serum"? 
When it comes to best-selling men's cosmetics, basic items like facial cleansers, toners, and moisturizers are the usual suspects, making serums relatively unfamiliar. Despite this, the "Ultimune Power Infusing Concentrate" released by SHISEIDO MEN in 2021 became a global hit. It has been rolled out in about 80 countries, including the U.S., China, and Europe, and its sales continue to grow at double digits since its debut year.
To explore the reasons behind its overwhelming popularity and actual effectiveness, we spoke to Maya Sakurai, who is in charge of PR for SHISEIDO MEN.
Maya Sakurai
Maya Sakurai

Shiseido Global Brand Unit Men's Project
After joining Shiseido, she worked in domestic drugstore sales before assuming her current role in SHISEIDO MEN PR from 2023.

Reflecting Years of Research on Men's Skin into Development

First, please tell us about the SHISEIDO MEN brand.
It's a men's line of Shiseido's global prestige brand. The skincare line, focusing on men's skin barrier function, debuted in Italy and Germany in 2003. It was introduced in Japan the following year and has since led the high-end men's cosmetics scene.
What are the brand's strengths?
It thoroughly understands men's skin. Shiseido has been researching men's skin physiology and preferences for over 100 years since its founding, successfully identifying the weaknesses that cause men's skin troubles.
SHISEIDO MEN is a comprehensive men's cosmetics brand offering a range of products from facial cleansers to toners and serums, all benefiting from these insights.
What are these "weaknesses" that cause men's skin issues?
Shiseido's extensive research on the physiology and preferences of men's skin across different age groups led to the discovery that male skin is weaker than female skin. Our studies indicate that there are inherent (like differences in skin physiology) and acquired (like shaving and skincare habits) factors that differentiate men's and women's skin.
Specifically, we've identified three weaknesses that lead to skin issues in men—excessive sebum, dryness, and rough skin. SHISEIDO MEN leverages this knowledge to offer high-quality, high-functionality products that maintain healthy, resilient skin with a glowing vibrance.
Today, we introduce the "Ultimune Powerizing Concentrate," a serum developed based on these three skin weaknesses in men.
"Ultimune Powerizing Concentrate" 30ml 8,250 yen (tax included)
"Ultimune Powerizing Concentrate" 30ml 8,250 yen (tax included)
Tell us about the ingredients included.
Focusing on the three weaknesses causing men's skin troubles mentioned earlier, the serum incorporates technology with "Triple Tsubaki GL Extract"[1], leading to a brighter, more vibrant, and healthy impression.
It helps reduce the appearance of fine lines caused by dryness while refining the skin's texture for a bright and smooth complexion.
I heard there was a base anti-aging serum.
The original, released in 2014, is the "Ultimune Powerizing Concentrate IIIn," an anti-aging serum that has won about 252 cosmetics awards[2] and is a best-selling item.
Its red appearance earned it the nickname "Red Ultimune," while the men's version we're introducing today is sometimes called "Black Ultimate."
The award-winning "Ultimune Powerizing Concentrate Ⅲn" 50ml 13,200 yen (tax included)
The award-winning "Ultimune Powerizing Concentrate Ⅲn" 50ml 13,200 yen (tax included)
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