Shiseido cuts plastic use by 56% with its new LiquiForm technology

JAPAN – Shiseido, a Japanese-based beauty and cosmetics company, has revolutionized sustainable packaging with its new LiquiForm technology, an innovation integrates bottle moulding and filling into a single, streamlined process. 

This process has enabled the company to reduce plastic usage by approximately 56% compared to conventional pump dispenser containers. 

In addition, the new packaging design contributes to a 48% reduction in CO₂ emissions, as verified through third-party assessments using the SuMPO EPD system, which complies with ISO 14025 standards. 

One of the key challenges in sustainable beauty packaging is striking a balance between aesthetic appeal and minimizing environmental impact. 

Shiseido has addressed this by refining the structural design of its pump dispenser containers.

Traditionally, refill systems employed a two-body structure with an outer shell enclosing the refill container; however, this design often led to higher material usage.

To overcome this, Shiseido has introduced a soft plastic refill container that connects directly to a hard-material pump top, eliminating unnecessary components while preserving the size and appearance of its existing beauty containers.

Beyond environmental benefits, Shiseido has also prioritized consumer experience in its packaging redesign. 

The company conducted a four-week survey involving 130 women aged 20–34 in Japan and China to gauge user perceptions. 

The results were positive, with 88% of participants recognising the packaging as environmentally friendly, 91% appreciating its tactile comfort, and 84% describing it as having a soothing, “healing” quality. 

These insights highlight the importance of striking a balance between sustainability and user satisfaction, ensuring that eco-conscious innovations resonate with consumers.

Looking ahead, Shiseido plans to expand LiquiForm technology across its Prestige brands and other product lines, reinforcing its commitment to reducing environmental impact while maintaining the high-quality design and usability that consumers expect. 

Shiseido’s spokesperson stated, “Moving forward, Shiseido will continue to develop cosmetics packaging that balances respect for and coexistence between people, society, the global environment, and the satisfaction obtained from high-quality design and feel of its products.” 

This initiative aligns with the company’s broader Sustainable Beauty Actions (SBAS), which emphasize responsible innovation and the coexistence of beauty, society, and the global environment. 

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