Shiseido Haku

Fans of Misaki Ito, who will no longer appear in Maquillage ads starting in 2009, may be delighted to hear that Ito will be the new spokesmodel for Shiseido's Haku Melanofocus EX. Introduced in April 2005 as Haku Melanofocus, Haku is a whitening beauty fluid containing an innovative whitening ingredient m-Tranexamic acid. It has consistently topped many magazine polls and is Shiseido's powerhouse bestseller for whitening skincare.

It was then revamped as Haku Melanofocus 2 in April 2007 to include a 4MSK complex which supposedly helps to prevent the formulation of melanin that caused pigmentation. Haku Melanofocus 2 was also a big hit with 2 million units sold in its first one and half years.



The third generation of the product, Haku Melanofocux EX will be launched on 21 February in Japan. It comes in 2 sizes, 20g (5250yen) and 45g (10,500yen). Aside from the MSK complex and m-Tranexemix acid, it also includes hyaluronic acid for moisturising benefits. In response to customers' feedback, Shiseido has also improved the texture of the fluid so that it feels lightweight and absorbs better into the skin. Haku can be found in virtually all drugstores in Japan.