The manufacturer broke into the cosmetics market nine years ago by taking its' expertise in camera film with the natural antioxidant extracted from algae, into the skin care field.
It all started with Fuji's scientists discovering a way to transfer their anti-oxidation technology that prevents the fading of colour photographs from ultraviolet rays, to treat ageing skin.
According to senior researcher Nakamura Yoshisada, who led the development of Astalift; the company's film technology made it possible to stabilize astaxanthin and penetrate the skin in a quicker and deeper way through cosmetics formulations.
“We spent many years pursuing beautiful skin in our film imaging business, and our accumulated technologies and perspective came in handy in our cosmetics efforts, too,” he says.
A 'breakthrough' in skin care
To combat the ageing effects, Astalift’s patented formula harnesses Astaxanthin with a blend of different types of collagen to improve skin’s moisture levels, firmness and elasticity.
According to Yoshisada, the brand's increasingly-popular skin conditioning agent is approximately 1,000 times more powerful than the coenzyme Q10.
In 2015, Fuji's range has expanded to include skin care and base colour cosmetics that control reflection and light absorption.
One of the products, the 'Jelly Aquarysta' is a highly concentrated ceramide formula containing the smallest particles available in skin care today, at over five times smaller than conventional ceramide particles.
The formulation targets the visible signs of premature ageing, dark spots, lines and dull skin, as the ceramides restore the skin’s natural barrier.
On developing the line of colour cosmetics, the company's experts delved into light-spectrum analysis to control the absorption and reflection of yellow light to control the tone between blemishes and the surrounding skin.
Asia success has funded expansion into the West
After introducing the Astalift skin care line in its' domestic market of Japan in 2007, a launch soon followed in China in 2010.
Convinced that the range would cater to the needs of women in Europe in 2012, Fujifilm has since introduced the brand to France and other European countries.