Shiseido's ELIXIR aiming for all key products to be refillable by 2025
Shiseido-owned ELIXIR is targeting to convert all of the brand’s flagship products into a refillable format by 2025 as part of the multinational’s sustainability goals. Launched in 1983, ELIXIR is a skin care brand that specialises in anti-ageing care that has maintained tops sales ranking in Japan for 14 consecutive years according to Intage’s Nationwide Retail Store Panel Surveys. ELIXIR currently offers refills for its lotion and milky lotion products. According to Shiseido, utilising refills can reduce ELIXIR’s use of plastic by 85%. The Japanese cosmet...