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Photo Credit: Shiseido.com


06-02-12 | Posted by

When a brand turns 140 years old, you do more than uncork a champagne bottle and take a deep sip. You throw a party, and Limited Edition launches.

Shiseido’s 140th anniversary this year is marked by the launch of several blockbuster skincare products, as well as a Limited Edition of its classic Eudermine Revitalizing Essence ($60), which is a revival of the brand’s first ever cosmetic product – all in its original packaging. This is truly a collectible, and the vintage packaging (think a beautiful scarlet bottle with globe-shapped stopper) will fulfill the wishes of any retro-obsessed beauty junkie.

First introduced in 1897, the Eudermine formula has transformed very little from when it was originally sold in Japan’s first Western-style pharmacy. A favored nickname – “Shiseido Red Water” – developed as a cue from the scarlet bottle, and women fell for the skin-softening properties of the lotion.

It was created by Dr. Nagayoshi Nagai, the “father of modern Japanese pharmacology” and contains a humectant bio-hyaluronic hyper complex, as well as a bio-compatible amino acid to remove dead skin cells. Designed for all skin types, this lotion has a silky texture that is absorbed readily into the skin, as well as a beautiful, fresh fragrance that is reminiscent of rain-washed peonies.

You apply this the old fashioned way: with facial cotton after cleansing, and before moisturizing. The company says that the limited Edition Bottles will be available only while supplies last, but customers will also receive a set of Limited Edition oil-control blotting papers with the purchase of this classic. These blotting papers are only available in Japan, and now U.S. customers will be able to enjoy them too. They are packaged in a carton with a special illustration by Shiseido designing legend, Ayao Yamana, who was a prominent designer for the brand in the 60s and 70s.

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