Shiseido To Host First U.S. Immersive Experience As New Formulas Arise

As the legendary brand reformulates its best-selling anti-aging collection, it will embark on an interactive cutting-edge showcase for consumers in New York City.

Innovation has always been a key brand pillar for Shiseido—and now that extends into immersive activations. The heritage beauty brand will (virtually) transport guests from Macy’s Herald Square in New York City, to Japan, by way of a multi-sensory VR experience known as The Essence of Enmei. The interactive showcase, which can be booked HERE, will include photorealistic visuals, sound, wind and scent, reflecting the brand’s rich heritage and cutting-edge creativity. Each guest will enjoy a hands-on experience with the luxurious textures and carefully crafted aromachology present in each product. They’ll also get a signature hand massage.

Shiseido’s new endeavor—which takes place from Sept. 26-29—coincides with the reformulation of its Future Solution LX Collection, inspired by 40 years of genetic research.

“The experience invites consumers to become one with the Enmei herb, a key ingredient in Shiseido’s Future Solution LX collection,” said Dina Fierro—the brand’s Senior Vice President of Web3 and Metaverse Group—when asked about the correlation between the collection and the event. “This encompasses high-fidelity graphics delivered through a state-of-the-art VR headset, spatially designed immersive audio and experiential enhancements.”

With technology and progression more present than ever in contemporary skincare formulations, the Shiseido team felt compelled to stay on top what could make their beloved line even more effective in 2024. Standouts include the Total Regenerating Cream, which has the highest concentration of the precious Enmei herb for optimal rejuvenation overnight. The Eye & Lip Contour Regenerating Cream is also a hero of the rebranded collection, thanks to meeting concerns over digital fatigue, loss of contour and all types of dark circles.

“All products have been reformulated with a more powerful and beneficial ingredient complex,” says Gisela Ballard, Shiseido’s Vice President of Education and Events in the U.S. “At the heart of each formula is the LonGenevity Complex, which is a blend of precious Enmei herb, Japanese botanicals, and powerful antioxidants such as green tea. The full regimen targets all signs of aging—wrinkles, sagging, firmness, volume, elasticity and radiance—on the surface of the skin and deeper in just one week. Additionally, product textures and package design were improved for comfort and the ultimate luxury skincare experience.”