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3 Jan

Shiseido at 150: A Timeline – WWD

Shiseido has come a good distance since its founding 150 years ago. What began as a single store in Tokyo has since blossomed into a world behemoth with sales of over 1 trillion yen — greater than $9 billion — in 2021, with a market capitalization of over $22 billion. The corporate has greater than 40,000 employees and markets 31 brands in 120 countries, primarily within the prestige and mid-priced range. Here, a have a look at how it began.

1872: Arinobu Fukuhara opens Japan’s first private Western-style pharmacy in Ginza. The name Shiseido derives from a Chinese expression meaning, “Praise the virtues of the earth which nurtures latest life and brings forth significant values.” The name embodies Shiseido’s stance as an organization that married the perfect of the East and West, in keeping with Ohki Toshiyuki, director, Shiseido Corporate Museum. IMAGE

1888: Shiseido introduces Japan’s first toothpaste. (Prior to this, only tooth powder was available.) IMAGE

1897: Eudermine — whose name derives from the Greek for “good” (eu) with “skin” (derma) — launches. It becomes often known as Shiseido’s “red water.” IMAGE BUT DON’T NEED TO USE AS IT IS ON THE COVER

1902: Fukuhara installs Japan’s first soda fountain, kicking off a craze for ice cream — a rarity on the time. IMAGE

1908: Shinzo Fukuhara, the third son of Arinobu, enrolls at Columbia University in Recent York, to check pharmacology. IMAGE

1915: The hanatsubaki — or camellia — is chosen as the corporate trademark. Shinzo Fukuhara, the corporate’s president and son of Arinobu who’s a respected photographer in his own right — designs the emblem. IMAGE

1917: Hanatsubaki fragrance launches, the primary scent created, marketed and sold in Japan by the Japanese. IMAGE

1919: The Shiseido Gallery is established, now the oldest existing art gallery in Japan.

1923: The Great Kanto Earthquake hits Tokyo. Shiseido lost its store, manufacturing facilities and warehouse. Following the earthquake, employees passed out ice cream left within the machine to evacuees in a close-by park.

1927: Shiseido changes its limited partnership to a joint stock company called Shiseido Co. Ltd. Shinzo Fukuhara becomes its first president. IMAGE

1928: Shiseido introduces its Western logo. The Shiseido Parlor also reopens, causing a sensation by serving Western-style food in silver dishes. IMAGE

1933: Marlene Dietrich stars in ads for Cream Face Powder.

1934: Miss Shiseido, nine women who were the forerunners of beauty consultants, are introduced. They were chosen from over 240 women who applied and so they provided one-on-one beauty advice to shoppers. IMAGE

1939: The primary freestanding Research and Development Lab is accomplished.

1940: During World War 2, Shiseido ceases production of cosmetics, as an alternative producing day by day necessities for survival in the course of the period. Its first post-war launch was a red nail enamel called Tsumabeni.

1949: Shiseido lists on the Tokyo Stock Exchange.

1951: De Luxe, then Shiseido’s most premium cosmetics brand, relaunches after being terminated in the course of the War. IMAGE

1954: Shiseido introduces liquid shampoo to Japan. It takes off six years later.

1957: Shiseido starts selling in Taiwan.

1961: Shiseido introduces its first makeup campaign. Called Candy Tone, it features seven lipstick shades and kicked off the brand’s tradition of seasonal color campaigns. HOPEFULLY IMAGE TO COME

1962: Shiseido of Hawaii, its first overseas investment, opens.

1963: Ciao Shiseido! The corporate enters Italy, its first European market.

1965: Shiseido Cosmetics America, originally called House of Zen, is established. Subsidiaries in Singapore Italy, Thailand and Recent Zealand follow.

1977: Shiseido brings six Parisian designers, including Claude Montana and Thierry Mugler, to Japan, sponsoring shows held in seven cities. HOPEFULLY IMAGE TO COME

1980: French artist Serge Lutens is known as creative director. He’s credited with creating a global image for Shiseido, and his image of a girl swimming with a big red disc against a black background is each an organization and industry icon. HOPEFULLY IMAGE TO COME

1981: Shiseido starts selling cosmetics in Beijing.

1986: Ipsa, meaning “self” or “spontaneous” in Latin, launches in Japan. Today it’s sold there and in five other Asian markets.

1989: Shiseido teams up with Harvard University to ascertain the world’s first dermatological research center, called the Cutaneous Biology Research Center, at Massachusetts General Hospital.

1991: Shiseido opens its first manufacturing base in Europe.

1992: Les Salons du Palais Royal Shiseido opens in Paris, the spectacular perfumery designed by Serge Lutens. IMAGE

2000: Shiseido acquires Nars.

2007: Oh là là. L’Osier, which opened in 1973, earns three stars within the Michelin Guide.

2009: Shiseido becomes the primary cosmetics company in Japan to receive the “Eco-First Company certification from the Ministry of the Environment.

2013: Shiseido opens a latest head office constructing in Ginza, which becomes the hub for brand spanking new value creation. It’s the most recent of three major company architectural edifices in Ginza. IMAGE

2019: Shiseido opens the $400 million Global Innovation Center in Yokohama, Japan.

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