The Shiseido Benefiance WrinkleResist24 lineup

Speaking to a well-attended press seminar at InterContinental Sydney on December 1, Shiseido Australia Managing Director Tatsuya Nagai joined with Dr Shinichi Inomata, Senior Manager of the Functional Cosmetic Development Group, Shiseido Research and Development Center, to announce the release of Benefiance WrinkleResist24, a groundbreaking new age-targeting formula, on March 6 2011. The seminar introduced the product’s special features and effects, and JAMS.TV also took the opportunity to learn more from Mr Nagai and Dr Inomata…

‘Researchers have put years into developing Benefiance WrinkleResist24,’ Mr Nagai said. ‘It is easy to use and of extremely high quality. We’re proud to present it, and expect it will be a top performer next year. It’s scheduled for release next March, so we’d like as many people to know about it as we can.’

Mr Tatsuya Nagai and Dr Shinji Inomata

‘Benefiance WrinkleResist24 contains sapindus mukorossi (soap nut tree) extract,’ Dr Inomata explained. ‘UV rays are a major factor in the cause of wrinkles. Exposure to them produces inflamed blood vessels deep in the skin, which destroys important surrounding fibres. Once this happens, the skin loses its elasticity and wrinkles form. While this is the typical run of events, mukorossi extract functions to block the signals which create the inflamed blood vessels at the initial stage of exposure to UV rays – in other words stopping the formation of wrinkles before they can occur. Actually Shiseido Benefiance, which was released in 2003, also contained ingredients which restricted the effect of wrinkles during the formation process. The biggest feature of our upcoming Benefiance WrinkleResist24 range however, is the effect it has in stopping the cause of wrinkles at an even earlier stage.’

‘You might ask why the formation of blood vessels is such a bad thing?’ Dr Inomata continued. ‘They carry nutrition, so how could they be? In the initial stages of research and development, it was a real struggle to get some clear-cut proof as to why this may not be the case. A subsequent issue was to address why the signal to form blood vessels transmits itself so deeply into the skin. To shed some light on these significant questions, we examined the enzymatic action of over 20,000 ingredients one by one, to see if they had a restrictive function or not. When you put the process into words it’s over in an instant, but as we thought, it was really demanding work.’

‘Of course in terms of the technology, we have confidence in presenting Benefiance WrinkleResist24. What we really hope for most though, is to hear from satisfied customers who have used it and felt the effects.’

The reception at InterContinental Sydney

Dr Inomata advises people to ‘be sun smart in Australia, even when stepping out for a short while – whether you are Japanese or not. Be conscious of UV rays, and care for your skin every day. This is an extremely important fundamental in terms of maintaining your skin’s youthful appearance. Don’t let UV damage build up. I think caring for your skin with cosmetic products containing mukorossi extract, over a long period of time, is a good idea. While those in their 40s are likely to be the most satisfied users of Benefiance WrinkleResist24, considering the scientific effect of the product, I think the earlier the better as UV damage builds up inside the skin. I’d really recommend it to customers in their 20s and 30s too.

For the original Japanese text of this article, please click here.