Today the World Surf League (WSL) announces a renewed partnership with SHISEIDO that sees them return in 2022 for a second year as WSL's Global Sustainability Partner. In 2022, WSL continues to be committed to protecting and conserving the global ocean, and this season, with support from SHISEIDO, is focused on bringing that to life at 2022 WSL Championship Tour (CT) events through grassroots, community-led activations.
SHISEIDO is the presenting partner of the upcoming Hurley Pro Sunset Beach, the second stop on the 2022 WSL CT, which takes place from February 11 - 23 on Oahu, Hawai'i. Together with the SHISEIDO Blue Project and WSL's We Are One Ocean™ there will be an activation during the event window working with Nā Kama Kai and the North Shore Community Land Trust.
"We are thrilled to continue our partnership with SHISEIDO" said WSL Chief People & Purpose Officer, Emily Hofer. "We are proud of what we achieved together across the 2021 Championship Tour season to protect and conserve the global ocean, and this season, SHISEIDO Blue Project and the WSL will expand our efforts by working with inspiring grass roots organizations across the world and sharing these stories around the world with our fans."
"The WSL has been an incredibly dedicated partner for the past three years, and we are excited to continue our partnership in 2022," said Ryota YUKISADA, Chief Brand Officer, SHISEIDO. "Now more than ever Sustainability is top of mind for consumers, as well as a global priority for the brand. As expressed through our new study on coral * , Shiseido is committed to developing products which provide beauty in harmony with nature. WSL is a force of positive change and they are the perfect partner to further our efforts in creating unique social value within the industry." See the Blue Project website for details of the study on coral.
The first sustainability activation for 2022 took place as part of the Billabong Pro Pipeline working with Mālama Pūpūkea-Waimea, a community-based non-profit, to care for Hawaii's fragile reefs by restoring the shoreline, which is essential to protecting and conserving the waves.
Mālama Pūpūkea Waimea - Mālama Pūpūkea Waimea
"Our 2022 plan builds upon WSL's existing conservation work, including our annual grant program, as well as a series of annual sustainability commitments we launched in 2019," continued Hofer. "Together with SHISEIDO's Blue Project we will inspire surfers, ocean lovers and ocean enthusiasts across the globe to take action at their home break to protect and conserve our one ocean."
SHISEIDO also returns as the Official Sunscreen of WSL North America, the Official Partner of the WSL Championship Tour North America and North American partner of the Billabong Pro Pipeline, the Hurley Pro Sunset Beach, and the Rip Curl WSL Finals, well as Challenger Series events, the Vans US Open of Surfing and the Haleiwa Pro.
In 2022, the partnership between WSL and SHISEIDO will expand to include product specific packaging, a give back program and community engagement throughout the tour.
About SHISEIDO's Sustainability Initiatives Sustainable Beauty Actions (SBAS) is a new, global initiative through which SHISEIDO will implement a range of sustainability-focused activities and products to create social value unique to the beauty industry.
The SBAS initiative is built upon three key pillars unique to SHISEIDO: ‘MOTTAINAI' (recycle and reuse), HARMONY (with society and the environment) and EMPATHY (resonate with all). Based on these three pillars, SHISEIDO will act to help create a more sustainable, beautiful future.
The We Are One Ocean partnership falls under the HARMONY pillar and is an extension of the SHISIEDO BLUE PROJECT. Launched in 2019 in association with WSL and WSL PURE, the SHISEIDO BLUE PROJECT promotes ocean conservation through initiatives such as beach cleans and sand dune planting to safeguard shorelines. Brand SHISEIDO is also the official sunscreen of the World Surf League North America.
SBAS website: https://international.shiseido.co.jp/sbas.html SHISEIDO BLUE PROJECT website: https://international.shiseido.co.jp/shiseidoblueproject.html
About SHISEIDO SHISEIDO is a prestige brand that represents the Shiseido Group. SHISEIDO offers skincare, makeup, suncare and fragrance products in 88 countries and regions around the world. Through the brand concept of #ALIVEwithBeauty, SHISEIDO strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute.
SHISEIDO Official website: https://international.shiseido.co.jp/ SHISEIDO Official Instagram account: https://www.instagram.com/shiseido/