Shiseido will release a new skincare line for its cosmetics brand "Benefique" on May 21st. A product launch event was held at Sumida Aquarium in Tokyo Skytree Town on February 25th. The event featured a talk show featuring Yuri Ebihara, the brand's advertising model. Appearing in a spring-like white lace dress, Ebihara commented, "Compared to 10 years ago, I'm clearly living a more fulfilling life. I like myself now more than I did 10 years ago!" In keeping with the brand's concept of "I love myself more now than I did 10 years ago," she commented, "I'm clearly living a more fulfilling life than I did 10 years ago." She also shared her secret to beauty: "I take time to relax at the end of each day, such as by taking a long bath and relaxing with aromatherapy. It's also important to eat seasonal foods and give my body pleasure." The new line focuses on the mature skin of women in their 30s and 40s, the brand's main target audience, whose skin tends to be less susceptible to cosmetics. It incorporates the brand's unique "Dosee Beauty" beauty method, which focuses on moisture balance and skin temperature. This creates a hot-cold-hot thermal gap (change in skin temperature), leading to skin that can better absorb beauty ingredients.

There are 14 types in total, 6 products, including "Hot Cleansing" (4,000 yen), which generates heat when warming ingredients come into contact with the air or moisture on the skin when applied to the skin, and "Lotion" (5,500 yen) and "Emulsion" (6,500 yen), which allow you to choose the texture to suit your skin condition and preference (all prices are excluding tax).

This presentation is also the first in a collaboration between Shiseido and Sumida Aquarium, with future plans including spatial design for the women's powder room and events for general visitors.