Shiseido history

Shinzo was born in 1883 in Tokyo's Ginza district.

Shiseido introduced Japan's first toothpaste, Fukuhara Sanitary Toothpaste, in 1888.

1897 Company begins selling high-quality cosmetics, its first such product being Eudermine, a skin lotion.

The inspiration came from Shiseido founder Arinobu Fukuhara's information-gathering trip to Europe and the United States in 1900, where he saw drug stores producing and selling soda water and ice cream.

A soda fountain was installed in Shiseido's pharmacy in Tokyo's Ginza district in 1902.

Sea Breeze had been launched in the United States in 1906.

Because of the difficulty in obtaining imports, by 1915 Shiseido’s cosmetics replaced foreign products in popularity, to the point that the company began to shift its emphasis away from pharmaceuticals and to concentrate almost exclusively on the manufacture of cosmetics.

In 1916, Shiseido made cosmetics independent of the pharmacy with the soda fountain, and established the Cosmetics Division and a store selling cosmetics in a separate location on the block next to the existing building.

Shiseido introduced Rainbow Face Powder in 1917.

In 1922, based on an idea by Yutaka Misu of the Shiseido Design Department, the second floor of the cosmetics showroom located at Takekawa-cho 11 (now Shiseido The Ginza at Ginza 7) was remodeled into three new business sections handling cosmetology, hair dressing, and children's clothing.

In September 1923 she returned to the United States following the Great Kanto Earthquake.

The first issue of Shiseido Geppo (“Shiseido Monthly”) was published for customers in 1924.

He became the company's first president when it went public in 1927.

The Western-style logo was promoted, and became the marker of the company name for both the cosmetic shop and Shiseido Parlor completed in 1928.

Launches Shiseido Geppo cultural information magazine for customers (through 1931)

In 1934, the company began its “Miss Shiseido” promotional activities (the forerunner to today’s Shiseido beauty consultants)—a very “Shiseido” way of conveying value.

The Camellia Club was inaugurated in 1937 for regular Shiseido customers.

1939: The Shiseido research and development lab is completed in Japan

Shiseido stocks were listed on the Tokyo Stock Exchange for the first time in 1949.

However, it was re-launched in 1951 when the economy began to recover.

In 1952 the company set up a wholesale network for sales of soap, toothpaste, and sundries.

It was in 1957 that Shiseido first took its products to the world beyond Japan, and starting with Taiwan began establishing overseas sales companies one after another.

Amway history, profile and corporate video Jay Van Andel and Richard DeVos, a pair of direct sales veterans, launched Amway in 1959.

In 1960 the company began marketing in Hawaii.

In 1961, Shiseido put on its first campaign-style promotion.

1962: Establishes Shiseido of Hawaii, the company’s first overseas investment

1963: Begins selling its products in Italy, its first export to Europe

1965: Shiseido Cosmetics America Ltd is established.

In 1966, Shiseido adopted the “sun” as the theme of its “Beloved by the Sun” summer campaign featuring the healthy beauty of tanned skin.

Serge Lutens, a French “international image creator,” joined Shiseido in 1980.

1981 Shiseido begins marketing cosmetics in China.

1984: Starts the commercial production of the exclusive ingredient “bio-hyaluronic acid”

In 1985, at the request of the New York Fashion Institute of Technology (FIT), “The Art of Beauty” exhibition of Shiseido advertising was held as part of the twentieth anniversary commemorative event for Shiseido Cosmetics America.

1988 Company acquires Zotos International, Inc., the leading United States supplier of professional hair and salon products.

1989: Collaborates with Harvard University to establish the world’s first dermatological research center

In 1990 the company established Beauté Prestige International S.A. in Paris to develop and market fragrances.

In part this was a response to price deregulation in Japan which began in 1991.

Shiseido introduced its first prescription drug in 1993 with Opelead, used in cataract surgery and cornea transplants.

Two years later production began at a new factory in Beijing, which led in 1994 to the debut of the highly successful, high-end, Aupres line of cosmetics, developed exclusively for the Chinese market.

1996 Helene Curtis's North American professional hair-care line is acquired.

Manufacturing capacity in North America was a concern, and in March 1997 Shiseido bought its fourth United States factory, planning to convert the New Jersey facility into one of the largest cosmetic plants in the world.

Also in 1998, Shiseido further bolstered its United States professional hair-care lines with the acquisition of the hair-salon business of Lamaur Corporation.

Also in 1999, the company introduced its cié de peau Beauté line of cosmetics into international markets as a top-of-the-line brand.

Other overseas brands acquired in 2000 included the professional makeup brand Nars and the male grooming line Zihr.

In fiscal 2001 the company reported its first net loss in 55 years, a Y45.09 billion ($372.3 million) shortfall stemming from a Y69.07 billion ($570.3 million) writeoff of a shortage in retirement and pension obligations.

Ishibashi, Asako, "Shiseido Builds Foundation As Asia's Cosmetics Leader," Nikkei Weekly, July 8, 2002.

In September 2003 the company announced plans to create a cosmetics store network in China similar to the one it had built at home.

In 2004, in Tokyo, Shiseido launched its first “Shiseido Global Beauty Consultant Contest,” an opportunity for the company's 13,000 storefront beauty consultants (BCs) to compete to demonstrate the beauty and customer service techniques they've cultivated through their daily activities.

Azuma, Naoto, "Shiseido Gives Cosmetics Business a Makeover," Daily Yomiuri (Tokyo), October 10, 2005.

The men's brand Uno was reintroduced that same month, followed by the debuts of the skin-care brand Aqua Label, which was aimed at the self-selection market centered on drugstores, in February 2006, and the hair-care brand Tsubaki, in March 2006.

2007: Celebrity makeup artist Dick Page signs on a Creative Director of Makeup.

In April 2008, with the purpose of developing and strengthening personnel who will back up Shiseido in China, Shiseido established “Shiseido Training Center China” in Shanghai.

Announces The Shiseido Way (corporate behavior) and announces The Shiseido Code (corporate ethics and behavior standards)(Reintroduced in 2011 as the Shiseido Group Corporate Philosophy under the banner "Our Mission, Values and Way.")

In 2012, Shiseido launched its “Watashi+” and “Beauty & Co.” website as a way of utilizing the far-reaching potential of the Internet to connect and share value with an even broader spectrum of people.”

Retains Laboratories Decleor SAS in France（sold in April, 2014）

Establishes Ayura Laboratories, Inc.（sold in August,2015）

Establishes Shiseido Europe Research Center (reorganized to Europe Innovation Center in 2016)

Opens Shiseido Research Labs in Yokohama (renamed Shiseido Global Innovation Center in 2019)

Formulates Medium-to-Long Term Strategy "VISION 2020"

Acquisitions of Bare Escentuals,Inc.（sold in December,2021）