Japanese beauty group Shiseido is reflecting on 150 years of beauty as it celebrates its milestone anniversary and continues its mission toward innovating beauty for a better world.
In 1872, Shiseido opened its doors as the first Western-style pharmacy in Ginza, Tokyo. Since then, it has made waves in the beauty world by introducing innovative processes, ingredients and opportunities for women to excel in the industry.Twenty-five years after launching the pharmacy, Shiseido eventually broke off to become an independent cosmetics unit in 1897, when it developed Eudermine — the first lotion based on Western pharmacology.
Today, 34.7 percent of managers in the Shiseido Group in Japan are female, while 46.2 percent of the board of directors is female. The ratio of women in management positions at overseas regional business sites has exceeded 60 percent. “The challenges of these times distance us from our experience of beauty,” a narrator says. “That is exactly why we want to continue our conversation about it.
Earlier this year, the company leaned into the conscious beauty space by launching a new prestige skincare brand: Ulé. Shiseido EMEA employees spearheaded the brand’s creation from the initial concept to product development.Finding beauty in life is at the brand’s core In a marketing push last summer, Shiseido encouraged consumers to renew their inner strength with its motivational “Power is You” campaign. The brand announced the launch of the campaign at the beginning of July, which featured professional soccer player Megan Rapinoe, singer Hikaru Utada and actress Ursula Corbero.
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