Shiseido: the oldest cosmetics brand in the world
Shiseido is the oldest cosmetics and fragrance brand in the world. It made a significant contribution to Japanese cosmetic culture by offering the first foundation creams to Japanese women. At the time, many women sought to lighten their skin, considering it a sign of sophistication and beauty. Shiseido upheld this tradition by offering quality and innovative products.
Pharmacist Arinobu Fukuhara founded the Shiseido empire. In 1872, he opened the Shiseido Pharmacy, where he sold his cosmetics. At the time, skincare and make-up products were sold exclusively through pharmacies. However, Fukuhara decided to use the American experience and separated the cosmetics and medicine departments.
Gradually, Arinobu’s company grew. After the founder’s death, his son Shinzo took over. He studied in New York and spent time in Paris. This experience radically influenced his vision for the company’s future. He introduced an aesthetic component to the marketing strategy. Shiseido was no longer just a chain of pharmacies. Its products were now associated with beauty and self-care.
In 1888, the brand’s flagship product was toothpaste. Although its price was significantly higher than that of similar products from competitors, the product was in great demand. The success of the product was due to the high level of service provided. The products were carefully and beautifully packaged, and the shop decoration emphasised the brand’s elegance.
The brand in the early 1900s
In the 1910s, the company used a unique marketing approach to promote the product:
– promotional brochures for hair products featured only Japanese women;
– women from other countries represented cosmetics;
– the brand sought to demonstrate that women wanted to look beautiful regardless of their nationality or where they lived;
– the advertisements conveyed the message that beauty and elegance have no boundaries and are always relevant.
Fukuhara paid particular attention to production quality in 1917. At the same time, he realised the importance of packaging and customer service. Since 1934, the company has had a special department responsible for the design and layout of advertising brochures. During this period, a network of shops was actively developing, and clubs for regular customers appeared.
Product features
Shiseido expanded its product range in 1918 to include perfumes. Its fragrances were the first to be produced in Japan.
The company’s products targeted different audiences. Both working-class women and wealthy housewives bought them.
Shiseido also made a significant contribution to the development of global cosmetics. In 1983, it introduced a new technology for producing hyaluronic acid. Previously, this substance had been extracted from roosters’ combs. The Japanese company developed a fermentation process that significantly increased the production volume and improved the quality of the product.
