Shiseido Group has announced the launch of its global initiative, Sustainable Beauty Actions (SBAS). As part of their campaign, they will implement a range of sustainability focused activities and products to create social value unique to the beauty industry. The SBAS initiative is built upon three key pillars unique to the brand: “Mottainai”, Harmony and Empathy.
“Mottainai” is a Japanese word that expresses a sense of regret over waste and is a call for gratitude and respect. It is a concept used by environmentalists to encourage people to reduce, reuse and recycle, and promote a beautiful environment.
Harmony celebrates the beauty of society by engaging in community-focused activities in harmony with people and nature. This pillar is represented by the Shiseido Blue Project, which is the company’s ocean protection initiative.
Empathy focuses on diversity & inclusion through their #ALIVEwithBeauty concept which strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute.
To mark the launch of SBAS, Shiseido will install an all-new refill service at its Global Flagship Store in Ginza, Tokyo. In addition, they have announced the launch of the world’s first biodegradable lip palette, the AquaGel Lip Palette.
