Shiseido's The Ginza Cosmetics, a brand established to deliver cutting-edge skincare products to fashion lovers, is releasing its first new product in a year. It's "The Ginza Hybrid Gel Oil" (100ml, 25,000 yen). Its release date is September 21st.

The Ginza believes that "healthy skin" is the skin look of the moment. "Effortless" is one of the key keywords in the fashion world these days, and healthy, moisturized, and supple skin is essential for this style. The brand claims that care and massage with its new product, the "Hybrid Gel Oil," are effective in achieving the "healthy skin" it advocates. The gel oil formula doesn't leave a sticky feeling or unpleasant residue on the skin, resulting in a comfortable texture that spreads easily and is absorbed into the skin. While it can be applied as a beauty serum, massaging it in further promotes blood circulation and, combined with the aromatic effects of the linden tree, which emits alpha waves, promotes vibrant, healthy skin without puffiness or dullness. Its luxurious yet lightweight texture makes it easy to use on both the face and body.

A press event was held on June 11th ahead of the launch of the new "Hybrid Gel Oil." The most eye-catching features of the event venue, comprised of three sections, were the two science rooms showcasing the product's image. Science Room 1 showcased the product's signature gel oil texture, while Science Room 2 showcased the oil and fragrance. Science Room 1's booth evoked the image of a healthy complexion and a sense of lift, and featured a transparent grid stacked on top of it and lit in pale pink. Science Room 2, on the other hand, featured greenery and sunlight filtering through the trees, evoking the relaxing sensation of The Ginza's signature linden scent.

The artwork for the venue was created by Momoko Kishino, art director at Shiseido's Space Design Group. Model Sara Kunikida appeared as the one-day muse for the presentation, wearing an all-white look, the brand's color. Also appearing on stage at the talk show was WWD Japan Editor-in-Chief Chizuru Mukai, who spoke about how "healthy skin" is essential to trend fashion, and shared her memories of the Jil Sander collection, which influenced The Ginza when it was first founded.