Shiseido

Summary

Shiseido is one of the world’s most prestigious beauty companies, renowned for its fusion of cutting-edge science, Japanese heritage, and timeless artistry. Founded in Tokyo in 1872, it is among the oldest cosmetics companies globally, offering a diverse portfolio of skincare, makeup, and fragrance products that emphasize innovation and holistic beauty. Shiseido’s commitment to quality and research is evident in its advanced skincare technologies, such as its Ultimune Power Infusing Concentrate, which has become a global bestseller. The brand also champions sustainability and social responsibility through initiatives aimed at reducing environmental impact and empowering communities.

History

The history of Shiseido is not just a story of fabulous products and services; Shiseido is a purpose-driven beauty brand that took into consideration Japan’s culture and heritage and then created new value. In 1872, former head pharmacist to Imperial Japanese Navy, Arinobu Fukuharam, established Shiseido Pharmacy with his colleagues. It was Japan’s first private Western pharmacy in Ginza- Tokyo. The boys’ motivation came from displeasure with the medicine available on the market. In fact the name “Shiseido” derives from a Chinese expression: “praise the virtues of the earth which nurtures new life and brings significant values”, embodying its resolve to create new value that will benefit people.

The first milestone was in 1888 — Fukuhara Sanitary Toothpaste. Till then Japan only used tooth powder which damaged teeth due to its rough grains so the launch of this toothpaste led to high volume sales despite the steep price. Another milestone was when Shiseido stepped into the cosmetics industry as a separate business in 1897 and used scientific methods to develop cosmetics just as it had done with pharmaceuticals. The first product was Eudermine skin lotion which came in a beautiful glass bottle.. with continual improvisation of its cold cream the following year.

Ginza burned during Kanto Earthquake 1923- and combined with the great depression in the Thirties- there was a decline in sales. To firefight Shiseido partnered with stores to form Shiseido Cosmetics Chain Store System to assure consumers they could purchase its products at the same price at any store. In 1932 Shiseido luxury cosmetics- De Luxe- was born with the slogan: “the feeling of purity, the scent of elegance”. Following the outbreak of World War II De Luxe was considered an extravagance and production halted.

However, Shiseido stocks were listed on Tokyo Stock Exchange in 1949. Along with Japan’s economic growth the company revitalised the pre-war chain-store system and membership club and then re-launched De-Luxe in 1951. It also expanded its research and development facilities and opened the largest Shiseido beauty salon in the East. In 1957 Shiseido took its products overseas.. beginning with Taiwan, Singapore and Hong Kong. In 1962 the company expanded to Hawaii; and in three years, established Shiseido Cosmetics America. European penetration began with Italy in 1968, followed by New Zealand in 1971 and later, a wholly owned subsidiary in India.

In 2000 Shiseido introduced “The Skincare” which continues to lead its arsenal with its anti-ageing, protective and restorative products. Continuing to diversify.. its corporate ideals stated that the company was in the business of beautifying people’s lifestyles through a life science-based approach unifying “beauty” and “health’” And as packaging became an important driver of beauty purchases, the conglomerate focused on this aspect with all its products.

In 2009 Shiseido was the first in the cosmetics industry to earn the Environment Ministry’s “Eco First Enterprise”. On December 2015 Shiseido had ninety-seven group companies in its kitty including Gurwitch Products- Clé de Peau Beauté- Benefique- bareMinerals- and Nars and fragrance brands Elie Saab- Issey Miyake- Narciso Rodriguez and Serge Lutens. Carita and Decléor were sold to L’Oréal for an estimated €227.5M. Next- the cosmetics conglomerate inked a licensing deal with Dolce and Gabbana to manufacture and distribute its fragrance, make-up and skin care.

In January 2017 Shiseido acquired digital tech company MatchCo.. data driven company Giaran Inc.. and Olivo Laboratories. To secure relevance in a competitive beauty market Shiseido began utilising the reach of the Internet to connect with a broader spectrum of people, earn back relevance and generate sales. In 2021 Vogue Business reported, …”the e-commerce transition to a global platform has resulted in 5x revenue growth over the past five years, with China, in particular, witnessing thirty per cent growth year-over-year over the last three years. Overall gross merchandise volume has increased by forty per cent per cent in the last year.”

To further bolster its market share with younger consumers, the conglomerate acquired skincare brand Drunk Elephant for reported $845 million. A message from Shiseido COO and President reiterate the brand’s aggressive expansion and innovation policies. “Shiseido has a long history of investing not only in its people and brands but also in innovations that truly resonate with consumers. This year will be an exciting and prosperous one, marking a shift to an even more proactive stance in the global market. It’s my aim to continue working with colleagues around the world to further our success as a Skin Beauty Company.”

Mission Statement

Shiseido’s mission centers on the holistic well-being of individuals, aiming to promote both mental and physical health through beauty. The luxury beauty brand is dedicated to helping people maintain a healthy balance in their lives by offering products and solutions that support overall wellness. Shiseido believes that beauty is not merely skin deep but is intricately linked to a person’s overall state of health and happiness. Their mission reflects a commitment to fostering a sense of well-being through high-quality skincare, haircare, cosmetics, and fragrances that enhance not only physical appearance but also mental and emotional resilience.

In pursuit of this mission, Shiseido strives to inspire and empower individuals to lead beautiful and positive lives. By focusing on the intersection of beauty and wellness, the brand aims to provide products that not only improve one’s appearance but also contribute to a more fulfilling and joyful life. Shiseido’s mission encompasses a broader vision of enriching lives and promoting a positive outlook, recognizing that true beauty is achieved when individuals feel good about themselves and their well-being. Through innovative and thoughtfully designed offerings, Shiseido seeks to support and uplift people globally, helping them achieve a harmonious balance between health, beauty, and happiness.

Vision

Shiseido’s vision is deeply rooted in its long-standing commitment to enhancing beauty and well-being across the world. Established with the vision to empower individuals through healthy skin and to help them present their best selves, Shiseido has consistently offered a comprehensive product portfolio including skincare, haircare, cosmetics, and fragrances. The approach focuses on delivering high-quality, luxurious solutions designed to cater to diverse beauty needs and preferences. By prioritizing the health and vitality of the skin, Shiseido aims to support individuals in achieving their most radiant and confident selves.

As Shiseido celebrates its 150-year legacy, it envisions a future that transcends traditional beauty boundaries and expands its impact beyond the cosmetics industry. The brand is committed to innovating and creating unique products that not only meet evolving consumer needs but also introduce new values and experiences. Shiseido’s forward-looking vision includes a global perspective, actively contributing to the happiness and well-being of customers around the world. By continuously exploring new horizons and embracing a holistic approach to beauty, Shiseido aims to foster a deeper connection with its audience, enhancing lives through innovative and meaningful contributions to their overall happiness.

Key Team

Masahiko Uotani (President and CEO)
Kentaro Fujiwara (President and COO)

Products and Services

Shiseido offers a comprehensive portfolio of skincare products designed to address diversified skin concerns and enhance the complexion. The skincare line includes moisturizers and creams formulated to hydrate and nourish the skin. Cleansers and makeup removers are crafted to gently yet effectively cleanse the skin. For targeted care, Shiseido provides specialized products such as eye and lip care treatments that address delicate areas with precision. Their range also includes face masks, serums, and treatments, each formulated to deliver intensive benefits, from deep hydration to advanced anti-aging solutions, catering to diverse skincare needs.

In addition to skincare, Shiseido boasts a luxurious selection of fragrance, makeup, and hair care products. Their fragrance is designed to evoke sophistication and personal expression. The makeup line includes a range of high-performance products, from foundation to color cosmetics, engineered to enhance beauty while providing skincare benefits. Shiseido’s hair care products complement their skincare ethos, offering solutions that nourish and maintain healthy, vibrant hair. This broad product portfolio reflects Shiseido’s commitment to providing a holistic approach to beauty, ensuring that customers can achieve a harmonious and radiant appearance from head to toe.

Awards and Recognition

In 2009, Shiseido was the first in the cosmetics industry to earn the Environment Ministry’s “Eco First Enterprise”. The luxury beauty brand is widely recognized for its excellence and innovation in the beauty industry, earning acclaim for its commitment to quality and its pioneering approach to skincare and cosmetics. With over 150 years of history, Shiseido has established itself as a global leader in the beauty industry, celebrated for blending traditional Japanese beauty principles with cutting-edge technology.

References

• Official website Shiseido
• Shiseido acquires Second Skin technology from Olivo Laboratories Premium Beauty News
• Hope In A Jar Forbes
• Shiseido’s New Serum Duo Promises Filler-Like Results Harpers Bazaar
• Twitter account of Shiseido Twitter
• Shiseido Sells Carita, Decléor to L’Oréal WWD
• Unpacking Shiseido’s comeback plan Vogue Business
• Shiseido Swings to Black in Q1 WWD
• Facebook account of Shiseido Facebook
• bareMinerals launches an app with MatchCo technology Premium Beauty News
• Japan’s Shiseido Agrees to Acquire Bare Essentials WSJ
• 150 years of Shiseido skincare Vogue
• Instagram account of Shiseido Instagram
• Shiseido regroups in skincare overhaul targeting $13bn in sales Vogue
• LinkedIn account of Shiseido LinkedIn
• Lady Gaga is the new face of Shiseido Elle
• Youtube channel of Shiseido Youtube
• Shiseido to sell personal-care business to CVC in $1.5 billion deal CNBC
• Corporate culture of Shiseido Shiseido
• Online masterclass by Harper’s Bazaar and Shiseido Harpers Bazaar
• Wiki page of Shiseido Wikipedia