For over 140 years, Shiseido has been associated with the ideal of Asian beauty: flawless skin and the high standards of Japanese products. A quick look on the packaging and ads reveals that the values of innovation, technology and integration, set by founder Arinobu Fukuhara are still active and strong. He was a pharmacist and created the company in 1872 but only in the early 20th century, after a study period between Europe and the US, the ideas to shake up the Asian beauty market, bringing together western and eastern philosophies, were applied. Did you think that Korean beauty is all the rage? Think again…
The original logo, an art Deco illustration of a camellia, was introduced in 1916 and represents Shiseido’s vision of a flourishing beauty science. Throughout the decades, the brand had a history of innovation, such as Eudermine (launched in 1897), a soothing lotion to hydrate, and Rainbow Face Powder (1917), that offered a range of seven tones instead of only white. The Zen fragrance is another hit that travelled through generations.
In 1987, Shiseido was the first to use hyaluronic acid with the Bio-Performance line. White Lucent (brightening), Pureness (oily skin) and Benefiance (anti-aging for mature skin) are more examples of innovative ranges. Ibuki is among the latest developments and targets Millennials concerned with the effects of stress on the skin.
Among my all time-favourites are the Sun Protection line. Its powder foundation with SPF, one of the best 2 in 1 products ever made! The blue and yellow packaging is so iconic… The makeup also deserves a mention, especially the lipsticks. It’s all created by artistic director Dick Page who came aboard in 1997 and knows a thing or two about colours and textures that survive seasonal trends…
My favourites
Sun Protection Compact Foundation
Urban Environment Oil-Free UV Protector
Pureness Matifying Moisturizer Oil-Free
