Product/Brand

Closely covers blemishes while whitening care. HAKU Medicated Whitening Serum Foundation

~Released on 2024/7/21 (Sun) ~

“Medicated Whitening Serum Foundation (quasi-drug)” (sales name: HAKU Brightening Foundation) [reference retail price for all 2 products 4,800 yen (5,280 yen including tax)] will go on sale on 2024/7/21 (Sun) from Shiseido's whitening expert brand “HAKU” with 19 consecutive years of sales.
*Whitening suppresses melanin production and prevents blemishes and freckles.
*Prices are indicative retail prices. (May vary by store)
◆ “HAKU Medicated Whitening Serum Foundation” is a foundation that closely adheres to and covers blemishes while providing whitening care.
It spreads lightly and adheres closely to worrisome spots and color unevenness, making them inconspicuous.
◆ Contains whitening active ingredients (4MSK*2), so whitening care can be performed while applying foundation.
◆ Fresh moisture lasts for a long time.
◆ Reduces the appearance of fine lines caused by dryness. (Efficacy evaluation tested)
*1 Intage SRI, SRI+ whitening serum market 2005/1 to 2023/12 HAKU price share
※2 4-methoxysalicylic acid potassium salt

[HAKU Medicated Whitening Serum Foundation (quasi-drug)]

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Product list

■Product Name: HAKU Medicated Whitening Serum Foundation (quasi-drug)
(Sales name: HAKU Brightening Foundation)
■Category: Foundation/Serum
■Capacity: 30g
■Number of colors: 2 colors
■Price: 4,800 yen (5,280 yen including tax)
*Prices are reference retail prices. (May vary depending on the store)

Launch background

Women over the age of 45 who seriously suffer from blemishes often feel they want to cover blemishes with foundation (97%), and they layer foundation or use concealer to hide blemishes, and choose darker foundation according to blemishes. However, I feel dissatisfied with the fact that it twists and fades in the evening (81%), tends to be uneven (74%), and looks like a thick coating (70%) *3.
Therefore, “HAKU” has evolved the “HAKU whitening serum foundation (quasi-drug),” which was released in 2019 and contains whitening active ingredients and can provide whitening care while wearing, so that it can closely cover blemishes without feeling even thicker.
*3 Based on our research, actual inspection in 2024. 45-59 years old, female, with blemish problems, users of whitening serums over 5,000 yen and foundation users n = 200

The secret of adhering stain coverage

The stain area is uneven and rough. Therefore, foundation tends to float over time on blemish areas. “HAKU Medicated Whitening Serum Foundation (quasi-drug)” has paste-like oil that adheres closely to unevenness, so it can cover blemishes well.

Promotion and sales channels

Promotions will be developed sequentially from late July 2024, mainly at stores. The sales channel is approximately 21,000 stores, such as drugstores, GMS, and cosmetics specialty stores. At the same time, it will also be sold on EC sites such as Shiseido's comprehensive beauty site “Watashi Plus.”
[Please see the release PDF for product summaries, etc.]

*Please note that the information described in this release is current at the time of publication and may differ from the latest information.