ELIXIR NEW LOTION & EMULSION
ELIXIR is a skincare line established in 1983. With a history of collagen research, the brand has evolved to meet the needs of the times, always putting its users first.
In Japan, ELIXIR has been the No. 1 selling brand for 15 consecutive years*. Overseas, the products are sold in China and other Asian countries.
In September 2022, the anti-aging lotion and emulsion were renewed for the first time in four years. Shiseido Creative led the overall brand design from packaging to communication.
*Intage SRI,SRI+ Basic Cosmetics (Skincare) Market Main Series Ranking Period October 2006 - September 2021. Estimated Sales,
For this renewal, we considered designs in line with the values of our time, based on the "progressive" and "emotional" qualities that the brand has cherished since its birth. As such, we arrived at a new form.
The bottle has evolved into an impression of simple quality that stands out through the effective use of straight lines and curves. The edges on the four corners are designed to be comfortable to hold and pleasing to touch.
The top surface of the cap is an ”ELIXIR square", the fusion of a square and a circle — a design code unique to the brand. The gold color shimmers off the cap, creating a sense of quality and individuality. The bottle expresses a freshness akin to the moisturizing effect on skin.
Environmental considerations have also been strengthened with refills reduce the use of plastic by about 85%.
The design of the inner cap, which allows stress-free refilling, is continued from the existing mechanism. In addition to the refill bottle, the material of the container itself has been changed to recycled resin to reduce environmental impact.
ELIXIR users have a wealth of skincare experience, and their skin problems are becoming more serious with age. That makes them skeptical about cosmetics. It was important for us to communicate in a way that creates a sense of expectation — a feeling that “this could be different.” Our big idea was “A New Dawn”.
To express the "miracle of everyday life”, the TV commercial was set in the morning, with Yuriko Ishida’s beautiful skin being highlighted by the sunrise. In 15 seconds, we show the endless possibilities of a new dawn.
In the teaser video (above), we decided not to show the entire bottle in order to build excitement.
We also created a technology video (above) to convey specific product functions. With a focus on the beauty ingredients within the new lotion and milky lotion, the video explains the latest collagen science in an easy-to-understand manner and introduces the secrets of its evolution.
In the key visual, we show Yuriko Ishida’s reaction to the "miracle of everyday life” and showcase her beautiful skin. Behind the new product is a drop of fresh, glistening water. The delicate and powerful gold curves and the veil of water express the "firmness" and "moisture" of the product. It is a visualization of the science and proven efficacy of ELIXIR.
The headline encourages target users to have hope for the present and the future.