"THE GINZA" brand is renewed with a new and upgraded unique compound ingredients to create healthy and beautiful skin

THE GINZA (brand Chinese name: 御银座) is a minimalist high-end skincare brand launched by THE GINZA Co., Ltd., a subsidiary of Shiseido that integrates cosmetics research and development, planning, and sales. Its mission is to pursue the ultimate beauty.

THE GINZA (brand Chinese name: 御银座) is a minimalist high-end skincare brand launched by THE GINZA Co., Ltd., a subsidiary of Shiseido that integrates cosmetics research and development, planning, and sales. Its mission is to pursue the ultimate beauty. A total of 10 products, including 8 new products that incorporate*1 the newly upgraded unique complex ingredient Perceptive Complex EX™*2, will be available for sale through various channel stores and online stores from June 1, 2021.

THE GINZA, which inherits the fashion genes of Ginza, believes that skin is the embodiment of each person’s unique beauty under the aesthetic concept of “skin is like high-end custom-made clothes tailored to one’s body”. Based on this aesthetic concept, THE GINZA has spent 20 years of meticulous research and development, dedicated to researching skin care products that can reflect the ultimate beauty of the skin.

As the outermost organ of the human body, the skin has the important function of protecting human life. We (THE GINZA) firmly adhere to the concept of creating radiant, healthy and beautiful skin, focusing on research and development related to the basic physiological functions of the skin. By focusing on the skin's "sensing power"※ and the skin's original physiological functions, the skin's natural beauty is brought out to create healthy, radiant skin.

※“Perception” refers to the skin’s ability to sense external influences and send out correct “signals”. Ensure the normal physiological function of the skin by maintaining the skin's sensitivity.

In order to protect the health of the skin in dry and other external environments, we are committed to researching products that can adapt to various skin types, conditions, and environments, perform minimalist repairs, stabilize the skin base, and enhance the skin's original strength, so as to achieve a skin care experience that is like high-end customization tailored to your needs.

In recent years, the environment around us is undergoing tremendous changes. Various external environmental factors, such as PM2.5, air pollution caused by radioactive substances, the increase of cedar pollen and indoor dust, and skin problems caused by wearing masks during the epidemic, are all affecting skin health.

Shiseido has conducted various studies on the effects of wearing masks, and the results of the survey show that "the humidity and temperature changes inside the mask are equivalent to the humidity changes during the change of seasons throughout the year." Due to wearing a mask, the skin faces more drastic changes in the external environment. THE GINZA adheres to the concept of creating healthy and beautiful skin, and has been conducting research and development related to the physiological functions of the skin.

*1 Product released in Japan in June 2021

Perceptive Complex EX™ products (Ginza Soft Cleansing Milk P·Ginza Crystal Clear Revitalizing Toner P·Ginza Platinum Crystal Revitalizing Lotion P·Ginza Rose Crystal Massage Essence P·Ginza Revitalizing Toner P·Ginza Firming and Refining Toner·Ginza Cosmic Radiance Revitalizing Cream P)

Perceptive Complex products (Ginza Essence Lotion P·Ginza Luminous Mask P·Ginza Zhenxi Rejuvenating Cream P·Ginza Sun and Moon Rejuvenating Essence Set P)*Moisturizing ingredients (cold spring water, sodium carboxymethyl beta-glucan, polyquaternium-51, camellia seed extract, glycerin)

As of June 2021

(This ingredient is not included in Royal Ginza Cleansing Oil P, Royal Ginza Eau de Parfum, and Royal Ginza Light Fragrance.)

*2Unique compound ingredients (moisturizing and skin-enhancing)

Rosa roxburghii fruit extract, sodium carboxymethyl beta-glucan, polyquaternium 51, ginkgo biloba leaf extract, glycerin

■Skin "sensitivity" and skin physiological functions

The basic physiological function of the skin is to keep the skin healthy and stable. The stimulation and adverse effects of the external environment on the skin will affect the physiological functions of the skin.

"Skin physiological function" refers to the important function of the skin, as the outermost organ of the human body, to protect human life while in contact with the external environment. When the skin's physiological functions are disordered, various skin problems such as pigmentation, wrinkles, dryness, oiliness, and sagging will appear.

■List of upgraded products of "THE GINZA"

New release on June 1, 2021 (Tuesday)

THE GINZA Travel Set Ⅰ/Ⅱ:

A travel kit that promotes healthy skin and can be used for about 10 days. (A set of Royal Ginza Soft Cleansing Milk P, Royal Ginza Crystal Clear Revitalizing Lotion P, Royal Ginza Platinum Crystal Revitalizing Lotion P, and Royal Ginza Lotion Special Cotton Pads)

Release date: June 1 (Tuesday) ※Please check the official website for store details.

■About the Evolutionary Product Perceptive Complex EX™

Perceptive Complex EX™*1 is an ingredient developed to create healthy skin in accordance with various skin types, conditions, and environments. Perceptive Complex EX™ is a comprehensive upgrade of the original Perceptive Complex™*2.

*1Unique compound ingredient (moisturizing and skin-enhancing)

Rosa roxburghii fruit extract, sodium carboxymethyl beta-glucan, polyquaternium 51, ginkgo biloba leaf extract, glycerin

*2 Moisturizing ingredients

Cold spring water, sodium carboxymethyl beta-glucan, polyquaternium-51, camellia seed extract, glycerin

■New compound fragrance "Linden Fragrance (Bodhi Flower Scent)"

The 8 newly upgraded skin care products all use the new compound fragrance "Linden Fragrance". The scent of the flowers of the bodhi tree (linden tree) that actually grows in Ginza is reproduced.

The base note is the hidden and leisurely floral scent of the bodhi trees blooming on Ginza's tree-lined boulevard, combined with the moist and refreshing sweet orange and the rich fragrance of flowers to create a noble, elegant, hidden and leisurely fresh fragrance. All six spices that have the effect of inhibiting Nonenal are used in the new fragrance "Linden Fragrance", which is a complex fragrance that can protect the skin's epidermal cells from damage.

*Shiseido's research shows that due to individual differences, the amount of Nonenal generated by the oxidation and decomposition of sebum increases significantly starting at the age of 40. Nonenal is believed to be one of the causes of epidermal cell damage.

■ TVC behind-the-scenes footage

■About "THE GINZA"

THE GINZA is a minimalist high-end skincare brand officially launched in 2002 by THE GINZA Co., Ltd., a subsidiary of Shiseido that integrates cosmetics research and development, planning, and sales. THE GINZA's mission is to pursue the eternal and unchanging ultimate beauty of oneself, and it always insists on incorporating the skin care philosophy of "skin, like high-end custom-made clothes tailored to one's body" into the research and development of each product. Once applied, it can adapt to skin in various conditions and bring a luxurious skin care experience that fits the skin best.

We continuously upgrade the brand essence Perceptive Complex™*1 and newly develop Perceptive Complex EX™*2, which is the Royal Ginza Perceptive Complex Essence™. The brand has been comprehensively upgraded. Various skin care products, led by the star product "Royal Ginza Rose Quartz Massage Essence", contain this complex ingredient.

Regardless of age, skin type, gender, or humidity, THE GINZA uses simple steps that anyone can master, carefully selected high-quality materials, and refined texture and fragrance to allow every user to calmly deal with different skin problems and achieve the ideal beautiful skin that everyone pursues.

Brand Name: THE GINZA

Sales outlets in Japan: Shiseido Beauty Square / SHISEIDO THE STORE / THE GINZA Imperial Hotel / THE GINZA online store and other sales outlets

Duty-free sales outlets: major airports in Japan, duty-free shops in cities

Release date: Available from June 1, 2021

THE GINZA official website / THE GINZA online store: www.theginza.com

THE GINZA official Weibo account: @ THE_GINZA (https://weibo.com/u/2387136224)

THE GINZA official WeChat account: THE GINZA

THE GINZA Royal Ginza brand official Xiaohongshu: Royal Ginza (530350510)

【THE GINZA skin care products】

For more information about each product, please visit the official website

THE GINZA official website: www.theginza.com

*1Unique compound ingredient (moisturizing, skin conditioning)

Rosa roxburghii fruit extract, sodium carboxymethyl beta-glucan, polyquaternium 51, ginkgo biloba leaf extract, glycerin

*2Unique compound ingredient (moisturizing)

Cold spring water, sodium carboxymethyl beta-glucan, polyquaternium-51, camellia seed extract, glycerin

Customized services to create an authoritative brand

～Starting the blockchain system and new membership system～

When THE GINZA upgraded its products for sale, it launched a new marketing solution that integrates online and offline marketing and introduced the blockchain* system. Comprehensively integrate customers' offline and online purchase information to provide customized services that better meet user needs. At the same time, the membership system has been comprehensively updated, with 4 membership levels set up and exclusive benefits provided based on membership levels.

*Using Yubikiri technology from Trade Log Co., Ltd.