THE WHAT? Shiseido has announced the launch of a global sustainability initiative, named Sustainable Beauty Actions (SBAS).
THE DETAILS The initiative will see the company implement a range of sustainability-focused activities and products to ‘create social value unique to the beauty industry.’
To complement the launch, Shiseido is set to install a new refill service at is global flagship store in Ginza, Tokyo, named the Ultimune Fountain, and is launching a new biodegradable lip palette, the AquaGel Lip Palette.
Basing the initiative on three pillars – Mottainai, Harmony and Empathy – the company will focus on recycling and community-focussed activities as part of the Shiseido Blue Project launched last year.
The company is also focusing on diversity and inclusion via its #ALIVEwithBeauty hashtag, aiming to “respect the rights and freedom deserved by all.”
Shiseido has launched a dedicated website for the initiative, which contains information regarding upcoming activities, products and events.
THE WHY? Shiseido is the latest company to bolster its environmental credentials, with a slew of multinationals upping their CSR game over the past 12 months as the need for a marriage between business goals and sustainability action becomes clear.