Shiseido Turns 150

In 1872, Arinobu Fukuhara opened Japan’s first Western-style pharmacy, “Shiseido,” in the Ginza district of Tokyo. Having studied Western pharmacology, Fukuhara applied his knowledge to a new business model previously unseen in Japan, and in the process established the country’s first system of separating clinic and pharmacy. The name “Shiseido” comes from a passage in the Chinese Confucian classic Yi Jing (Book of Changes), the general meaning of which is: “How wonderful is the virtue of the earth, from which all things are born!” Thus, the company’s name embodies its re-solve to create new value that will be of benefit to people in their lives.

In 1916, Shiseido spun off its cosmetics department as a separate business and opened a cosmetics shop on the first floor of a three-story brick building, with the other floors occupied by a design department to handle the company’s graphic and other design activities, as well as labs dedicated to product quality and safety and conducting product development and improvement efforts. It was here that the company began reorienting from pharmaceuticals to cosmetics creating high-quality, modern, elegant cosmetics in which it could take real pride.

Fast-forward 150 years, and Shiseido, with products sold in 88 countries around the world, is celebrating its sesquicentennial anniversary with a campaign entitled, “From life comes beauty,” which aims to convey the beauty brand’s ongoing pursuit of the connection between beauty and life. “In today’s era of uncertainty and hesitation, what kind of beauty are we seeking? Our conclusion? Life. If people around the world, regardless of age, gender and region, continue the conversation about how beauty and life are related, we believe it will inspire changes for a better world,” explains Ryota Yukisada, Shiseido chief brand officer.

In this vein, Shiseido has launched a trio of limited-edition skincare products that embody its anniversary motto. All three releases result from unique life-science research, with a goal to un-cover the relationship between life and beauty; together, they symbolize the heritage, living innovation and future of Shiseido. Representing the past, Eudermine Revitalizing Essence ($78), first launched in 1897, was formulated using the most advanced Western pharmaceutical technology of the time; it truly set the foundation for innovations to come. For the present, Ultimune Power Infusing Concentrate III ($185), having received 224 beauty awards worldwide, features original ImuGenerationRED technology to boost overall skin health. Finally, Ultimune Future Power Shot ($95) boasts an advanced ImuGeneration 150 tech, designed to defend skin against the severity of the future environment.

Packaging wise, Shiseido pays playful tribute to its original design: an arabesque motif featured on wrapping paper created circa 1912. This pattern was transformed to 3-D, then photographed from a variety of angles and used to decorate the containers and outer cartons of the limited-edition trio, making them true collectables. And, for those keen to learn more about Shiseido’s 150-year evolution, the brand has launched a digital Life and Beauty Museum showcasing—what else?—Shiseido’s long history celebrating both beauty and life. —Louisa Chan

To shop the collection, visit shiseido.ca.