Shiseido Advances Eco-Friendly Packaging with Liquiform Technology

Shiseido Packaging’s Contributing to Clean Energy

Date: 28th May 2025

Initiative

Shiseido Company Limited increased the previously adopted chain of ‘Liquiform to pump dispenser containers.’ The manufacturing technology identified that the merging of filling and bottle molding processes in one step was a relief to the environment. While contributing to the environment, the organized cosmetics packaging was also able to succeed in a competitive environment, mainly in design. The designs on the packaging are the brand's image, voice, appeal, and overall presentation. The major and popular factor enhancing packaging is functionality, which consists of convenient handling and holding of the product.

Changes

Presently, the bottle molding using ‘Liquiform’ has taken one step ahead by reducing plastic use in a single container up to 56%. This will directly reduce the CO2 emission by 48% in the present containers. Shiseido will continue to explore cosmetics packaging to initiate developments. The change is to keep a required balance between society, the global environment, and people to achieve a quality design and convey the right message along with the feel of the product. Shiseido is planning to approach liquid-based packaging for the products and promote the application to brands as well. This will accelerate new engagements and expansion.

Efforts and Results

The comparison was initiated by calculating the amount of plastic, including the volume of greenhouse gas emissions from its single refill containers, before and after the results were on point. Shiseido’s soft plastic refill container has been discovered to create a shape that enables to insertion of the top of the container easily. It has enhanced and helped the pump dispenser in various ways, mainly through the control of drop impact. The company has achieved success and resolved the problems with its sustainable replaceable cosmetics packaging.

Consumer Survey

The company organized a questionnaire survey of around 130 women between 20-34 age line in China and Japan. The survey helped the company to learn about the review of their unique type of cosmetic packaging, functionality, and design features. The participants were asked to use the product for four weeks and notice and share the comfort of the packaging.

After considering the evaluation, the result of the survey was skeptical and opinionated, but positive. Over 88% of participants thought the packaging was environmentally friendly. After use, 91% responded to how comfortable and nice they felt by touching the product. The survey encouraged Shiseido to strengthen and implement the solution with more precision. This survey also changed the perception and feelings of the participants towards the cosmetic packaging.