{"id":24262,"date":"2026-01-09T07:00:00","date_gmt":"2026-01-09T06:00:00","guid":{"rendered":"https:\/\/www.industries-cosmetiques.fr\/?p=24262"},"modified":"2026-01-08T13:29:46","modified_gmt":"2026-01-08T12:29:46","slug":"shiseido-unveils-its-washable-mascara-technology","status":"publish","type":"post","link":"https:\/\/www.industries-cosmetiques.fr\/en\/shiseido-unveils-its-washable-mascara-technology\/","title":{"rendered":"Shiseido unveils its washable mascara technology"},"content":{"rendered":"

Shiseido<\/a> presents Washable Lock Technology, a solution that combines curvature retention and ease of hot-water make-up removal, thus meeting a major technical challenge in the cosmetics sector.<\/strong><\/p>\n

Shiseido has developed an innovative mascara technology, called Washable Lock Technology, which offers good curl retention while allowing easy make-up removal with warm water. This breakthrough is a response to a long-standing technical challenge in the mascara field, challenging the traditional concept of water resistance.<\/p>

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Unique film technology<\/h2>\n

This technology is based on a new film that combines functions often considered as opposites. \u00ab Our aim is to create a film that combines dispersibility in oil-based formulations with washability in hot water.<\/em> \u00bbexplains Toshihiko Matsukura of Shiseido's Brand Value R&D Institute. The film consists of an optimized polymer, polyacrylate-51, and has been developed using carefully scrutinized ratios of monomers to achieve physical properties that were previously difficult to balance.<\/p>\n

Performance assessment<\/h2>\n

Experiments have shown that formulations equipped with this technology maintain lash curl equivalent to that of conventional waterproof mascaras. In make-up removal tests with warm water, the film expands and softens, making it easy to remove with just a light rub. These results are promising for the application of this technology to other make-up products.<\/p>\n\n\n

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Shiseido pr\u00e9sente Washable Lock Technology, une solution qui allie r\u00e9tention de courbure et facilit\u00e9 de d\u00e9maquillage \u00e0 l’eau chaude, r\u00e9pondant ainsi \u00e0 un d\u00e9fi technique majeur dans le secteur des cosm\u00e9tiques. Shiseido a d\u00e9velopp\u00e9 une technologie de mascara innovante, d\u00e9nomm\u00e9e Washable Lock Technology, qui offre une bonne r\u00e9tention de courbure tout en permettant un d\u00e9maquillage […]<\/p>\n","protected":false},"author":1,"featured_media":24258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"external_url":"","footnotes":""},"categories":[52],"tags":[60],"class_list":{"0":"post-24262","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-formulation","8":"tag-info-produit"},"acf":{"nc":"","nc2":"","nc3":"","nc4":"","nc5":""},"_links":{"self":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts\/24262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/comments?post=24262"}],"version-history":[{"count":1,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts\/24262\/revisions"}],"predecessor-version":[{"id":24265,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts\/24262\/revisions\/24265"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/media\/24258"}],"wp:attachment":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/media?parent=24262"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/categories?post=24262"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/tags?post=24262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}