FAN MAIL FRIDAYS: Understanding Shiseido's Skin Care Range

Hi guys! Sorry for another delayed Fan Mail Fridays post. Actually, I was writing this post around 10pm last night, but I fell asleep right on my work desk! I was dead tired when I got home due to a whole day of hosting for Ateneo and MMDA's conference. I just woke up now and the problem is, I'm not sleepy anymore! Oh well! :p

Anyway, here's a very detailed question sent in by one of my new avid readers, Camille. She asks:

Hi Ms. Martha,

I am Camille and I have discovered your blog 2 months ago. I never knew that beauty blogs are fun and very educational to read. I’m 26 and I am just starting to know about make-up and other beauty products (yeah, I am a late bloomer)! =)  This would be the first time that I would send a question to you and I hope it wouldn’t be too boring.  

I am interested in skin care because I would want to have that glow even without make up on. My mom and I have been using Shiseido skin products for quite a while now. We usually buy the essentials like cleanser, softener then moisturizer but then a lot of variants came out for each line. I wanted to buy my mom a set of skin products but I don’t know what to choose especially when I check it out in stores because the SA seems to want to sell all the products to me, which are way too expensive. For example, in the Benefiance line, there are 3 softeners: one enriched and one is not and then one is fortifying. I don’t know if they just add stuff to the names just to make it more expensive. =) There is also day emulsion night emulsion, day and night cream then there is 24 hour cream. I am so confused. I get dizzy just by looking at them.

Do I really need to buy all of them for that complete beauty regimen? Same goes for the other lines and brands and it’s so confusing for someone who’s really not an expert, hence I turn to you. =) Thank you so much! =)


 Hi Camille!

Welcome to my blog! :D

Just like you and your mom, my mom and I are avid fans of Shiseido too. I have been using the brand's makeups, specifically the powder foundation for more than 2 years now, while mom has been using its skincare and makeup products for over 4 years! (She uses Benefiance too) Shiseido has been known worldwide for their excellent skin care products and FYI, their powder foundation is one of the most popular powder products in the world. I had a chance to meet Genevieve Jimenez, Brand Manager for Shiseido Philippines and she told me a very interesting fact about the esteemed powder foundation line: Shiseido's powder foundation is so popular that the brand had to turn it from a makeup line into a category. So right now, Shiseido's products are classified under five categories: Makeup, Skincare, Fragrance, Tools, and Powder Foundation. For me, it's Shiseido's way of revering one (if not the only) of their best products.

Going back to your question: Asian skin care brands could be quite a perplexing matter for a lot of people because they offer SO MANY products that come in SO MANY names. Shiseido is no exception. In this post, you'll know which is which and what Shiseido product/line suits you best. Please click READ MORE. :)

STEP 1: Know your skin type in order for you to get the most out of your Shiseido skin care products. Just remember, if you don't know your skin type, you won't know what to buy.

STEP 2: Familiarize yourself with Shiseido's skin care lines: Here's a breakdown:

Line: The Skincare
Skin Concern: Normal to dry
Talent: Hydrates skin and seals moisture deep within pores

 Line: Pureness
Skin Concern: Combination to Oily
Talent: Mattifies skin, minimizes pores, and helps prevent blemishes

 Line: White Lucent
Skin Concern: Dullness, discoloration
Talent: A brightening line that deals with hyperpigmentation, sun spots, and dullness. It unifies skin tone to bring back its natural, radiant glow.

Line: Future LX Solution
Skin Concern: Premature aging
Talent: A preventive anti- aging line for women in their mid-20's and beyond. It helps delay skin aging.

 Line: Benefiance
Skin Concern: Aging signs- lines, wrinkles, spots, dullness, unevenness
Talent: A corrective anti- aging line for women in their 30's and beyond. It stunts the process of skin aging.

Line: Bio Performance
Skin Concern: Aging, enlarged pores, whitening, lifting
Talent: Proudly made by the top scientists at Shiseido's research and development laboratories. It's a line made for highly troubled skin.

 Line: Eudermine
Skin Concern: Dryness
Talent: Launched in 1897, it is one of Shiseido skin care's oldest and cornerstone products. It's meant for all skin types, and it restores and seals moisture deep within skin. As per Shiseido, it's also an intelligent product because it responds to ever- changing climates to keep your skin healthy and balanced.

STEP 3: Decoding Shiseido's Products

- Below are comparisons of some of the products that baffle most consumers. Please take not that the descriptions are not limited to the following products, and it applies to other Asian skin care brands as well.

 L: Shiseido Pureness Essence; R- Shiseido Future LX Serum

Product type: Essence and Serum
The Low Down: Essentially, both products are serums, but they're meant for two different skin types. It's just that the other has decided to keep its original name. An Essence is a light serum: it's more fluid and water- based, ergo hydrating. It's good for people with oily skin because it helps keep oil at bay by restoring skin's moisture and the super light texture does not congest pores, whereas a Serum comes in thicker and heavier formulations such as oil, gel, and cream, and it suits the other skin types I haven't mentioned.

Sorry, forgot to include pictures for the next products. :p

Product Type: Toning Lotion, Astringent, and Toner
The Low Down: They are all toners. Most toning lotions do not have alcohol content and it's good for people with dry skin. On the other hand, traditional toners are literally like water and may or may not contain alcohol. Lastly, Astringents are stronger toners and meant for acne prone and oily skin.

Product Type: Emulsion and Cream
The Low Down: They're both moisturizers. Emulsions are light, water- based moisturizers that are good for oily, combination, and acne prone skin. Creams are heavier in consistency and richer in texture, and they're meant for dry or normal skin.

Softeners are also toners. Regarding your example, the Benefiance softeners are made to target specific skin aging concerns:

Basic- Ideal for not-so-troubled skin
Enriched- has more moisturizing ingredients to quench dry skin
Fortifying- charged with beneficial nutrients that improves skin's resilience

If you only want a simple anti-aging toner, go for Basic. If dry skin is your problem, go for enriched. And if your skin is thinning or becoming more and more sensitive, go for fortifying.

FACT: Shiseido's softeners are BALANCING softeners, meaning they quickly bring your skin back to its ideal pH level. (5.5)

TIP: A lot of Shiseido's products have ENRICHED versions. Enriched could only mean that a particular product is: 1.) Loaded with more ingredients 2.) The formula is made richer 3.) Both (e.g. Shisiedo The Skincare Day Moisture Protection and The Skincare Day Moisture Protection Enriched)

- If you have normal skin, then you're lucky! You're free to use whatever you want!
- If you have sensitive skin, please consult with your doctor first, and please ask the friendly SAs of Shiseido regarding what product/s will suit your skin type best.

STEP 4: Here are sample recommendations/skin care shopping lists:

Skin Concern: Oily
Shiseido Products: Pureness Line Products (Cleanser, Toner, Moisturizer, Mattifying Stick); Shiseido Sun Protection Lotion; Benefiance Night Emulsion; Bio Performance Super Refining Essence

Skin Concern: Dry
Shiseido Products: The Skincare (Cleanser, Toner, Moisturizer); Ultimate Sun Protection Cream N, Future Solution Lx Total Regenerating Cream; Future Lx Ultimate Regenerating Serum

Skin Concern: Oily; acne and post- acne marks
Shiseido Products: Pureness Line; Shiseido Sun Protection Lotion; White Lucent Intensive Spot Targeting Serum

Skin Concern: Weakened skin due to extreme dryness
Shiseido Products: The Skincare; Ultimate Sun Protection Cream N, Future Lx Total Regenerating Cream, Eudermine

There you go! Enjoy shopping! Hope everybody liked it! :)

**All products are screenshots from

**Got a burning question about makeups, skin care products, beauty, dieting, and health tips, relationships, and whatever? Just send them to or shoot 'em up at The Beauty Junkee's FB Fan Page via the MESSAGE button and I'll get back to you as soon as possible. (Please, do not send me Math- related queries. :D)

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5 Lovely Thoughts

  1. As always, very detailed ang answers mo. :)

  2. Super duper detailed, Martha. :D Galing. Your readers are surely happy!

  3. thanks Ms. Martha!this is so detailed and organized. i really appreciate it! i love how you grouped the types of products that one can use according to their skin types at the end!thank you very much for this!!=) btw, i just recently bought their sheer mattifying foundation and it's really fantastic!!!=)

  4. must bookmark this for future reference :)

  5. thanks girls! And glad you liked it, Camille! Enjoy your new Shiseido products! :)


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