As efforts to realize the Sustainable Development Goals (SDGs) set forth by the United Nations are promoted around the world, an increasing number of consumers place importance on companies’ and brands’ attitudes toward social responsibility and environmental considerations. Under its corporate philosophy “BEAUTY INNOVATIONS FOR A BETTER WORLD,” Shiseido has been working on solving social issues and reducing environmental burdens as a company that plans to remain vital for the next 100 years and beyond. With the launch of BAUM, Shiseido aims to realize a sustainable society where people live in happiness through its core business of beauty.
The Brand: BAUM focuses on “the power of trees,” gracefully harmonizing with environmental changes and living for hundreds of years. Based on the concept of “coexistence with nature,” valued by Japanese people for centuries, the brand aims to realize a sustainable society that fully embraces the blessings of trees and preserves them for the future.
The Formulas: The 27-SKU range of skincare draws on sustainable beauty and supports healthy skin regardless of age or gender with a focus on three key characteristics found in trees: water storage, growth, and environmental defense. The formulations are 90% natural, containing no parabens, silicones, or synthetic colorants, and blended with mainly tree-derived natural fragrances to soothe, relax, and calm, like a forest bath, bringing pure harmony between mind and skin.
The Packaging: The package design incorporates the use of wood upcycled from wood offcuts from the furniture manufacturing process. Shiseido is collaborating with Karimoku Furniture, a manufacturer of wood furniture in Japan that restores fine-quality oaks collected in the Tohoku and Hokkaido regions, giving them a new mission. Containers consist of bio-based PET and recycled glass. A refill program will also be available at launch.
The Store: The branded store is also designed on the concept of encounter with, and the blessings of, trees. The retail environment aims to serve as a perch for a moment of peace, a sense of natural suppleness and beauty amid the hustle and bustle of urban city life. It provides a space and experience, inviting visitors to experience premium comfort while trying the products and their soothing fragrances.
The Conservation Activities: The brand has partnered with Sumitomo Forestry Co. on forest conservation activities. Seedlings will be grown in the BAUM stores with the first planting scheduled in 2021. The brand will mainly plant and grow oaks, used in packaging.
