SHISEIDO

Shiseido, a leading cosmetic manufacturer in Japan, holds 30% of the Japanese market. On the international scene, the results are equally spectacular since the Japanese firm occupies 4 ^th world rank with turnover of 80   % in Asia. Today, this brand of more than a century is increasingly required in Europe by displaying a Japanese ideal, innovative for Western minds  : "   true beauty rests on harmony between body and mind. » Return to a success announced  !

In 1872, Fukuhara Yushin, a former Navy pharmacist founded in Tokyo, in the district of Ginza, the first Western-type pharmacy. As a good visionary, he introduced the first Western toothpaste in 1888; in 1897 it creates Eudermine water, a moisturizing serum, which is still marketed today… Success is blowing. The agency now lined with a space dedicated to beauty is the forced passage of all beautiful Tokyo. Shinzo, his son, after studying in the West, comes up with original concepts for Japan: it marks the beginnings of a range of beauty products such as rice powder, perfume cream… And above all, it launches unprecedented publicity campaigns in the country of the rising sun. Shiseido's philosophy is well seated: art and beauty are only one. In 1923 Shiseido became a chain in Japan but it was only in 1965 that the first stand opened in the West, in the United States. Paradoxically, the brand, which has inspired so much of European and American fashion to build an identity, succeeds in imposing on the international market by shaping a new idea of women, a joint between the East and the West. Shiseido woman is a modern woman, in agreement with her spirit and nature. For evidence, the very name of Shiseido, borrowed from a Chinese classic, Yi Jing would thus lead to  : «  Leased be the virtues of the earth, a source of new life and deep values…  » Since then Shiseido has been constantly renewing himself: in 1989, the first line of makeup came into being with fluid bottoms, red colours with natural colours, compact powder in a box that resembles a galet-polished roller by water and light and persistent mascaras; in 1993 a line of solar care is created; in 2000 it is the turning-point "   Skincare  " which gives a young person a shot in the mark with care for the face fighting the ageing of the skin while spreading delicious odors of white flowers; in 2008 with Benefiance Nutriperfect, the brand is aimed at women subject to hormonal changes. And finally, difficult not to talk about it, for you, Shiseido is one of the first brands to have been interested in the beauty of men by marketing as early as 2004 intelligent and efficient products such as total conditioner (one, anti-fatigue anti-fatigue  !) or toning lotion, a fresh moisturizer after shaving.