Shiseido Malaysia Launches AUPRES

Mr. Masayuki Kochi, MD of Shiseido Malaysia & Mr. Raymond Teo, MD of Parkson Corporation Sdn Bhd

As the 4th largest cosmetics company in the world, Shiseido has many brands under its umbrella. One of these is the prestige makeup and skincare brand, AUPRES which until this year was sold (and made) exclusively in China. Well, the BIG news this week is that Malaysia is now the 2nd country in the world where AUPRES products are available.

AUPRES was launched in 1994 as a skincare and makeup brand created exclusively for Asians by Asians. AUPRES means “next to you, close to you” in French. The brand consists of five full skincare ranges:-

Pureness Bright Range

A range of skincare that works comprehensively to brighten and even out skin tone to reveal brighter, more translucent skin. On the surface of skin, Pureness Bright controls the oxidation of sebum, then lightens the darkening of melanin in deeper layers of skin and finally hydrates all layers to bring out brighter and lustrous-looking skin.

Ultimate White Range

Addresses pigmentation at its very core by preventing and correcting dark spots. Formulated with System Whitening Factor α, an ingredient that stimulates melanin production and Tranexamic Acid that prevents minor inflammation and pigmentation under skin.

Star product in the range : Intensive Spot Serum – targets the roots of skin pigmentation and dullness to enhance skin’s natural fairness. Corrects and inhibits persistent dark spots.

 Premium Range

A range of revitalizing skincare that incorporates highly-acclaimed stem cell properties to deliver the perfect skin texture. The products work together to promote skin’s natural collagen fiber formation and delays the deterioration of skin firmness to produce fine-textured, ageless and firmer skin.

Star product in the range : Cell Renewing Cream- an anti-aging cream that resolves aging skin care concerns such as sagging, dryness, wrinkles and dullness. Promotes the formation of collagen fiber to give skin high quality radiance, firmness and glow from within.

 Time-Lock Solution Range

An anti-aging line that helps skin maintain its vitality and resilience, keeping skin free of fine lines and wrinkles. This range incorporates ingredients such as Yeast extract which enhances skin’s collagen network and Japanese basil extract to maintain skin’s resilience.

Star product in the range :  Intensive Anti-Wrinkle Eye Cream – this rich and lustrous eye cream is formulated with pronounced nourishing ingredients to help correct wrinkles and fine lines in the eye area.

Pro-Balancing Range

A line of skincare that provides skin with an essential balance of water and oil for healthy, moisturized skin. This range of products consists of the basic 1-2-3 steps and also several essential care products to rid skin of its rough and dry appearance. Formulated with the uique ingredient; Water-Oil Balancer, the products work not just on the skin surface but also repairs the horny layer structure of skin while promoting long-lasting hydration.

Star product in the range : Pro-Balancing Perfect Moisture-Control Essence – Gel-based serum which lightly moisturizes and delivers skin with the ideal balance of water and oil.

To cater to women’s specific needs, the Aqua Active Sleeping Mask hydrates and replenishes skin overnight. It forms a moisture veil over skin’s surface to help lock in hydration properties and improve skin’s absorption of other skincare ingredients. It’s specially formulated with a light floral scent to enhance relaxation.

City UV Care Range

This is a line of suncare that focuses on protecting skin from constant environmental changes and harsh urban UV rays. This range of products is specially formulated with the potent Double UV Shield which prevents UV rays from attacking at any and every angle while offering protection from harmful UVA and UVB rays. They also provide skincare benefits such as repairing damaged skin caused by oxidation of sebum and prevents skin from drying, all adverse effects of prolonged exposure to UV rays.

 Makeup Range

Among some of the products available in AUPRES Makeup are liquid foundations, makeup bases, pressed powders, lipsticks, lip glosses, eyeshadows, blushers, mascaras, lip liners, eye brow and eye liners.

According to Shiseido Malaysia’s GM Mr. Jamie Ong, the products are targeted at ladies between 23-39 years old. This is termed an “entry to luxury” brand as Shiseido is conscious that fresh graduates and women who have just entered the work force do not have much disposable income to splurge on higher end brands. Therefore, AUPRES aims to fill the niche of providing high quality products at affordable prices (between RM50-180).

AUPRES will be available at Parkson Pavilion & Sg Wang in October 2012.