Shiseido Asia Pacific’s Chief Marketing &amp; Business Development Officer Nicolas Baudonnet shares how science, innovation and cultural relevance continue to shape one of the brand's most iconic skincare franchises.

For more than 150 years, Shiseido has stood at the intersection of Japanese artistry and scientific innovation, continually redefining what modern beauty can be. This year, the brand ushers in a new chapter with the latest evolution of its iconic ULTIMUNE serum, alongside ULTIMUNE STUDIO: LISA’s Backstage, an immersive experiential event held in Bangkok that celebrates resilience, self-expression and the science behind healthy skin.
During the event, L'OFFICIEL Malaysia sat down with Nicolas Baudonnet, Chief Marketing &amp; Business Development Officer at Shiseido Asia Pacific, to discuss the philosophy behind ULTIMUNE, the breakthrough slow-ageing research shaping its newest formula, the brand's collaboration with Japanese graphic artist VERDY, and how Shiseido continues to honour its heritage while connecting with a new generation of beauty consumers worldwide.

Shiseido has long been known for combining Japanese craftsmanship with scientific innovation. How does Ultimune embody that philosophy today? 
The essence of Shiseido was built on the fusion between Western science and Eastern wisdom and aesthetics, and that's the duality that creates the beauty and the uniqueness of Shiseido.
Formulated with Power Fermented Camellia+, we had a breakthrough discovery in slow-ageing. We believe that this is a value that resonates with consumers more because saying something is anti-ageing might not be accurate, whereas we discovered ways to actually slow the ageing of the skin, and that's more transparent, and more innovative.
Since its launch, ULTIMUNE has won 331 beauty awards globally. This technology has proven that we can boost skin regeneration by four times and reduce the signs of ageing by more than 50%.
We're not finding a solution to a problem, but rather, in the long term, finding the root cause of the ageing. Ageing is not a problem. Ageing is a fact.

The collaboration with VERDY introduces a fresh creative perspective to the brand. What inspired this partnership, and how does it help Shiseido connect with a new generation of consumers? 
I think there was a natural connection because VERDY is a Japanese graphic artist and we're a Japanese brand. I think VERDY and SHISEIDO share the same values of authenticity, positivity and self-expression.
I think this collaboration allows SHISEIDO to be more culturally relevant. So, connecting with artists and evolving with society, because a brand should never be static, and all these collaborations with artists offer a different direction and attraction.
Consumers are becoming increasingly knowledgeable about skincare ingredients and efficacy. What makes the latest Ultimune stand out in today's highly competitive beauty landscape? 
What is critical for us is that ULTIMUNE has been built on credible, transparent and proven efficacy. We are fully transparent, and we share all the tests and results that we conduct to demonstrate that everything we promise is true.
Backed by over 30 years of research and infused with SHISEIDO’s own world-leading patented technology of the Power Fermented Camellia+ containing Camellia seed extract, ULTIMUNE ignites the skin’s regeneration power, to infuse 30 million skin cells with new life. Targeting the source of aging in the skin, this unique ingredient supports protecting the skin from aging factors such as dryness and boosts the skin’s innate strength to achieve its full beauty potential. Today the SHISEIDO brand is one of the top three beauty brands in Thailand, and since 2024, SHISEIDO’s ULTIMUNE has been the number one serum in Thailand and among the top five in Asia.

Shiseido continues to resonate across different markets and cultures. How do you balance maintaining the brand's heritage while staying relevant to younger global audiences? 
Heritage is an evolving concept, and the way we actually make this heritage evolve is through constant innovation. That's why Shiseido has put a lot of emphasis not just on R&amp;D and innovation, but also on the arts, hence the collaboration with various artists. So choosing Lisa as our ambassador is one example, but we also partner with various celebrities like Win Metawin and Tamannaah Bhatia.
Our consumer-centricity is also very important. We listen to consumers and their needs, and we also adapt our omnichannel strategy as we want to stay true to consumers and be relevant to them.

In today's beauty industry, what do you believe consumers are looking for beyond product efficacy? 
Primarily, consumers are still looking at efficacy. That's a fact. If you don't have efficacy, they don't look at you anymore. But consumers are eventually seeking authenticity and emotional connection. So authenticity is a brand that stays true to itself, and emotional connection is what is built around the brand. So we've been focusing a lot on our eco-responsibility in our formulation, packaging and even retail design along the way.
Beauty is also increasingly built around experience and lifestyle, so the notion of experience is very important for Shiseido since its inception, based on the concept of Omotenashi, which is the heart of welcoming. At our stores and counters, our Personal Beauty Partners have specific rituals to welcome consumers, including having our proprietary Skin Visualizer that enables our Personal Beauty Partners to give tailored consultations and recommendations to each consumer.
If you have to describe Ultimune in one sentence, what would it be? 
To me, ULTIMUNE is the quintessence of science, technology, efficacy and design.

5 minutes with Nicolas Baudonnet on the evolution of SHISEIDO’s ULTIMUNE

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