THE perception of beauty differs from one culture to another. For the Japanese, it is flawless, snow-white skin or bihaku, as they believe in the proverb that goes, “A woman’s light skin causes one to overlook the absence of other desired physical features”.
Japanese skincare brand Shiseido believes in this idea. Recently, the brand invited a platoon of journalists from Asia to snowy Sapporo for a preview of its new products containing the brightening agent m-Tranexamic Acid, which is said to inhibit melanin production. Combined with other potent ingredients, the new White Lucent products are claimed to be able to give women brighter skin as well as powerful protection against ultraviolet rays.
We headed for Moerenuma Park on the outskirts of Sapporo for a seminar on the harmful effects of UV rays and Shiseido’s new products. The former 189ha landfill was transformed by landscape sculptor Isamu Noguchi. It was his last work before he died in 1988. The park took 17 years to complete and was opened to the public in 2005.
The park is said to reach its “peak radiance” in winter. Indeed, we were gob-smacked at the radiance of the Glass Pyramid – the nucleus of the park – bathed in sunlight and surrounded by dunes of snow, where the preview was being held. Cameras clicked furiously as we alighted the buses. The scene clearly reflected Shiseido’s message about women being able to attain lucent skin through their products.
At a dusk cocktail party held in the atrium of the pyramid later, the “whitening ambassadors” for the various markets were introduced – actresses Chiaki Kuriyama (from the movie Kill Bill, global), Choi Ji Woo (Winter Sonata, for South Korea) and Fala Chen (Moonlight Resonance, for Hong Kong). These lovely women affirmed that a daily skincare regimen has helped make a difference and improved their complexions.
“Consistency is very important,” said Chen. “You have to use the right products for a period of time and really stick to it.”
Choi added: “Eating food that’s good for your body is important, too. I drink plenty of water and regularly consume vitamin C.”
Brightening effect
In the past, harmful ingredients such as lead and mercury were used to achieve the bleached look. Today, thanks to scientific R&D and a better understanding of the dangers of UV radiation, efficacious ingredients have been discovered and are used in skin brightening products.
The star ingredient in the Shiseido White Lucent Serum, the brightening agent m-Tranexamic Acid, can now be found in the new SWL Brightening Spot-Control Foundation SPF25 PA+++), Spot-Control Base UV SPF35 PA+++ and Skincare Powder (not sold here).
The foundation achieved quasi-drug status (a product category between cosmetics and medicine) when Japan’s Health, Labour and Welfare Ministry certified its “ability to restrain the production of skin’s melanin pigment, effectively preventing spots and freckles”.
Thanks to the newly formulated foundation with ground m-Tranexamic Acid, skin achieves a natural-looking finish. Spots and other discolorations are said to be camouflaged by the Luminizing Magic Powder in the foundation. The powder features ingredients that reflect yellow and blue light, making spots seem invisible and producing a more luminous skin. The brightening affect is amplified if the foundation is used together with other White Lucent products.
The new collection of brightening products also contain Shiseido’s super Hydro-Synergy Complex for day-long hydration and Radiance Optimizing Powder (found in the Foundation and Skincare Powder), which lends skin shine and radiance.
The Spot-Control Base UV comes in three shades: ivory to correct uneven skin tone, green to neutralise redness and pink to correct dull or yellowish skin. Shiseido recommends applying it after your morning skincare routine to help the foundation spread evenly and last longer.
Vitamin D from the sun prevents rickets, osteoporosis and some cancers, but over-exposure to UVA and UVB rays results in premature ageing and skin cancer.
The Multi-Defense UV Protector SPF50 PA+++ in the suncare range, a foundation primer that does not wear off with sweat or water, is said to effectively block out UV rays and brighten skin at the same time.
The OptiVeil-UV Technology by Shiseido allows the sunscreen to better adhere to the skin. Thanks to the lightweight and non-sticky texture of the product, it’s easily removed with a water-based cleanser rather than oil-based cleansers as recommended in the past. As a result, there is less stress on the skin. It contains Thiotaurine and rose apple leaf extract which are said to protect against various oxidative stressors.
“UV rays target from all directions. Even if you stand under a tree, the rays will be reflected off the ground. Particles in the air can also scatter UV rays. So protection is important,” said Shiseido R&D centre’s leading expert in UV research and bihaku, Kiyoshi Sato.
“But this doesn’t mean that you should stay out of the sun. Going out is good for mental health. You can guard against UV radiation by wearing protective clothing, a hat and sunglasses.”