Shiseido Cosmetics is a Japanese skincare and cosmetics
company founded by Mr. Fukunara in 1872. It began as an
herbal pharmacy in the fashion district of Ginza with a
toothpaste.The name comes from I Ching; The Chinese Book
of Changes. It plays into the lines which emphasize youthful
skin and radiance. The product lines have oriental designs
and Japanese script. Bottles have names such as; Zen with
Kyoto.temple motifs, Eudermine Essence Skin Softener with
characters in red. White Lucent clarifies skin tone,
discoloration.and is a brightening toner. This product line is
universal Asians tend to prefer lighter complexions. Shiseido
was introduced to China in the 1920’s and was marketed.
The 145 year old company globalized and Shiseido made
Beneficiance and Bio Lift to the eastern and western world.
The focus is diminishing wrinkles and lifting/firming skin
with collagen. Japanese females favor a girly look with a
youth line, but the company makes it easy to merge cultures.
Skincare is global and most people opt for similar beauty
standards, but the Asian focused advertising and sales force
tare able to merge their marketing and products globally.