If you’re a regular Cityline viewer or follower my twitter contests and stories, you’ll know that I’m a big fan of the Shiseido brand. Not as well-known as say Clinique or Estee Lauder in North America or Europe, Shiseido is in fact, the fourth largest cosmetics company in the world. It is renowned for its quality and science throughout Asia boasting dozens of research and development centers and labs. Many top hotel chains in Asia proudly offer Shiseido toiletries in their deluxe rooms as a sign of ultimate quality and respect for their guests.
The reason Shiseido flies under the beauty radar is due to its rich Japanese history. It is considered in bad taste to be boastful or talk about oneself too much in Japan. So Shiseido tends to whisper in its ads and politely smile when you walk past its department store counters. Sadly, many of its advances and skincare advances get lost in the competitive beauty marketing environment in the Western World. Other brands are much more aggressive in their advertising.
Shiseido began in 1872 as a Western-style pharmacy in the heart of Tokyo. It quickly became known for its cosmetic technology and commitment to high-quality ingredients. Trained beauty professionals would take the time to counsel customers not only on the best products for their skin, but the techniques to get the best results from the formulas.
Here’s a little insider timeline to showcase some of Shiseido’s rich history and cosmetic breakthroughs.
1872: Arinobu Fukuhara establishes Japan’s first Western-style pharmacy in Ginza, Tokyo
1888: Shiseido introduces Fukuhara Sanitary Toothpaste
1897: Enters the cosmetic arena with Eudermine, a softening lotion that delivers immediate moisture and improves your skin’s own moisturizing power. It remains a best-seller today.
1915: Sets “Hanatsubaki” (Camellia) as the company trademark
1916: Opens a cosmetics shop at 11 Takekawa-cho (now Ginza 7-chrome). Unveils a design department and testing room.
1917: Introduces Seven Colours Face Powder
1918: Launches a cold cream product.
1923: Begins building a network of chain stores for Shiseido cosmetics.
1927: Changes limited partnership to joint-stock company Shiseido Co., Ltd; Shinzo Fukuhara becomes becomes the first president
1931: Exports Rose Cosmetics to Southeast Asian countries; starts a full-fledged international business
1932: Releases De Luxe
1934: Miss Shiseido promotional campaign begins
1937: Inaugurates the Camellia Club and commemorative gift program (runs through 2003)
1937: Develops new Shiseido-style facial treatment and specialty products
1939: The Shiseido research and development lab is completed in Japan
1949: The company is listed on the Tokyo Stock Exchange
1953: Establishes Shiseido Institute of Beauty Sciences
1956: Opens Shiseido Beauty Salon in Shibuya, Tokyo
1961: Conducts first ever makeup campaign “Candy Tone”
1962: Establishes Shiseido of Hawaii, the company’s first overseas investment
1963: Begins selling its products in Italy, its first export to Europe
1965: Shiseido Cosmetics America Ltd is established.
1966: Conducts “Beloved by the Sun” campaign and the first overseas shoot in Hawaii
1968: Opens the Shiseido Research Labs in Yokohama (renamed Shiseido Research Center in 2000)
1975: Launches “Shiseido – The Ginza”
1984: Starts the commercial production of the exclusive ingredient “bio-hyaluronic acid”
1985: Hosts “The Art of Beauty” Exhibition in New York City chronicling 113 years of Shiseido advertising
1989: Collaborates with Harvard University to establish the world’s first dermatological research center
1995: Establishes Shiseido International
1997: Marks the 100th anniversary of Eudermine
2000: Builds a new ultra high-tech research center
2004: Sponsors “Global Beauty Consultant Competition” to identify the best beauty experts in the world
2005: Unveils new corporate message: “This moment. This life. Beautifully.”
2007: Celebrity makeup artist Dick Page signs on a Creative Director of Makeup. He’s worked with Kate Moss, Bjork, Emma Stone, Marc Jacobs and Karlie Kloss.
2006: Opens the “Life Quality Beauty Centre” Therapy Makeup Institute
2011: Opens a spectacular new flagship store “Shiseido The Ginza”
2015: Signs a multi-year partnership with the Canadian Synchronized Swimming Team
2015: Launches the first sunscreen that gets stronger when wet.
459 Comments
Rachel C.
March 8, 2015 at 3:24 pmI love Ibuki softening concentrate!
Debbie Paiement
March 8, 2015 at 3:24 pmI love Shiseido’s ULTIMUNE Power Infusing Concentrate. Very interesting article Dave wow I didn’t realise they began in 1802 !!.
Mary G.
March 8, 2015 at 3:19 pmLoved reading about the brand history Dave! Very cool adverts ❤ My fav product is the Urban Environment Tinted UV Protector for face…it’s great for the pool, cause its water resistant, but I don’t have to scrub my face to wash it off either!
Jamie hall
March 8, 2015 at 3:19 pmThe sunscreen and cleansing oil
Tracy D
March 8, 2015 at 3:18 pmI really like their sun protection, so Ultra Sun Protection Cream SPF 50. Love the history in the story!
Brenda Witherspoon-Bedard
March 8, 2015 at 3:16 pmLove the Ultimate Cleansing Oil
Florence C
March 8, 2015 at 3:12 pmIBUKi Refining Moisturizer.
michaela kellner
March 8, 2015 at 3:05 pmI love their Ibuki softening concentrate
Cari Tomei
March 8, 2015 at 3:03 pmLove the eye shadows
Candace Galan-Calderon
March 8, 2015 at 2:55 pmUltimune Power Infusing Concentrate
Ria Shah
March 8, 2015 at 2:50 pmThe Shiseido cotton pads are a must-have!
Stephanie
March 8, 2015 at 2:48 pmShiseido isn’t readily available where I live so the only product I have tried from the brand was the Shiseido Perfect Mascara Defining Volume which I absolutely loved!
LILLIAN BROWN
March 8, 2015 at 2:47 pmlike Shiseido Ultimune Power Infusing concentrate but I have not tried a lot of their products
Alison p
March 8, 2015 at 2:45 pmI’ve never tried it so I don’t have a favourite product. It sounds like they make lovely stuff though so I’m sure I would easily find a product that I loved.
Linda C
March 8, 2015 at 2:44 pmExtra Smooth Sun Protection Lotion
Natalie
March 8, 2015 at 2:41 pmI have the Camellia Compact and I love it!
Shelley N
March 8, 2015 at 2:36 pmI have actually not tried a lot of their products but I do really like their Perfect Rouge Lipstick since the colours are great and the lipstick is such high quality.
Vivi Petridi
March 8, 2015 at 2:30 pmThe sunscreen!
Wendy M.
March 8, 2015 at 2:24 pmI like Shiseido’s Urban Environment sunscreen and the Ultimate Cleansing Oil.
BlessedTA
March 8, 2015 at 2:20 pmULTIMUNE Power Infusing Concentrate
Jennifer lachance
March 8, 2015 at 2:18 pmShiseido Ultimune Power Infusing concentrate but i love all the products
ReadyOwl
March 8, 2015 at 2:16 pmI like the Shiseido Ultimune Power Infusing concentrate
Wendy
March 8, 2015 at 2:16 pmWrinkle Resist24 Night Cream!
Susan T.
March 8, 2015 at 2:15 pmMy favorite is the eyelash curler. I bought one a few years ago and now I can’t use anything else! Their sunscreen rocks too!
Alexis Doyle
March 8, 2015 at 2:14 pmThe ultimate sun protection is fabulous and as a very fair skinned woman having products that are so good to the skin & work! Amazing!