Medical aesthetic products. Shiseido announces new medium-term strategy: SHIFT 2025 and Beyond

THE WHAT? Shiseido has launched a new medium-term strategy guiding its growth up until 2025. The J-beauty behemoth’s SHIFT 2025 and Beyond plan will see it usher in a new management structure designed to shift from defense to offense and ensure further growth.

THE DETAILS Following on from the WIN 2023 and Beyond strategy announced in 2021, the company’s first priority to regain growth in its home market by strengthening brands and organization. The company said it is strengthening investment in its three priority areas of brand, innovation, and people.

THE WHY? Shiseido’s last medium-term strategy, launched after the shock of the pandemic, saw it shift focus to skin care and accelerate digital transformation to boost sales. This latest plan is designed to build from the ‘solid financial base’ it built via these various initiatives.

Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.

Examples of medical aesthetic products include:

• Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.

• Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.

• Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.

• Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.

• Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.

• Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.

• Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.