As the second step in its marketing transformation, Shiseido will evolve its flagship skincare brand, ELIXIR, and launch it as a new-generation anti-aging care brand on October 21st. Responding to women's universal desire to "stay youthful and beautiful" and their expectations for anti-aging care effects, the brand's flagship product, ELIXIR SUPERIEUR Lift Moist Lotion W, will be revamped into a high-performance lotion, incorporating unique ingredients: Inositol CP, which maintains hydrated and translucent skin; Mandarin Orange CP, which promotes firmness; and Collagen GL, which provides elasticity and firmness. Using its unique penetration technology, the product will be available in three types, ranging from "refreshing" to "very moisturizing." In addition to continuing star Ryoko Shinohara, Christel Takigawa will also appear in promotional videos. Television commercials, magazine and web ads will begin rolling out in late October. A large-scale "4 Million People Experience Campaign" will also be conducted in stores and on the website. Sales will be through approximately 20,000 drugstores, mass retailers, and cosmetics specialty stores, as well as Shiseido's website, "Watashi Plus." Starting in July, the "ICHIGAN Project" will be launched, bringing together the planning department and front-line sales teams to launch the new-generation ELIXIR. Under Masahiko Uotani, who became president in fiscal 2014, Shiseido has launched a marketing reform to strengthen its brand and marketing capabilities. The company is implementing a "customer value creation model" that incorporates cutting-edge technology based on customer insights, and a "brand management system" under which brand managers have full responsibility and authority over everything from product planning and development to production and sales. The company aims to establish itself as Japan's No. 1 skincare brand by establishing six core brands: global brands "SHISEIDO," "ELIXIR," "MAQuillAGE," "Benefique," and "HAKU," as well as a new senior-oriented brand.