Shiseido
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Shiseido Company, Ltd. (株式会社資生堂 Kabushiki-gaisha Shiseidō?) (TYO: 4911 ) is a major Japanese hair care and cosmetics producer.
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[edit] History
Arinobu Fukuhara, former head pharmacist to the Japanese Imperial Navy, established the Shiseido Pharmacy in 1872. After a visit to the United States and Europe, Arinobu added a soda fountain to the store. This later grew into the Shiseido Parlour restaurant business, and eventually led to the introduction in Japan of ice cream. In 1923, the company began expanding its store-base; it now has approximately 25,000 outlets. In 1927, a joint stock company was formed.
In 1957, Shiseido began sales in Taiwan, closely followed by Singapore and Hong Kong. In 1962, Shiseido expanded to Hawaii; in 1965, it established Shiseido Cosmetics America. European sales began with Italy in 1968 and Oceania with New Zealand in 1971.
In North America and Europe, Shiseido products are sold in major department stores, pharmacies and Asian retailers.
One time partner Laneige (AmorePacific) of South Korea (1964) is now a rival in the marketplace.
[edit] Current Skincare Products
The current skincare products developed and produced by Shiseido include "Pureness", "The Skincare", "Benefiance", "Bio-Performance", "Suncare", "UV White", and the newest line, "White Lucent". Each of these lines of skincare products include make-up removers, cleansers, softeners (toners/astringents, all alcohol-free) and moisturizers. Some of these lines, however, have other products that other lines do not have. Shiseido has recently also developed a line of skincare specially formulated for men, as the products listed above are generally for women.
The line labelled "Pureness" is targeted toward younger consumers, often with oilier skin types. This line also includes a weekly scrub and a blemish targeting cream. The containers made for this line are characteristically light blue in colour.
"The Skincare" is for slightly older skin, and therefore has a more moisturizing effect. Uniquely, this line carries an eye cream. These containers are light pink to cream in colour.
"Benefiance" is formulated for older skin, another step up from "The Skincare". Most of their containers are glass and are beige in colour.
"Bio-Performance" has more targeted products—predominately, its eye cream is the most popular product in this line and is greatly effective in preventing fine lines and dark circles around the eyes. Product containers are coloured gold.
"Suncare" products include sun protection, self-tanners, and makeup. Sun protection products range from SPF 19 and 135 and provide a broad spectrum sun protection against UVB and UVA rays.
"UV White" and "White Lucent" are two lines of products used to whiten the skin and also to provide whitening action to targeted areas.
Shiseido also markets the Zirh line of men's skincare products.
[edit] Make-Up
Shiseido produces two lines of cosmetics, one of which is simply called "The Make Up" and the other which is named "The Maquillage". Each of these lines provide a full range of products including lip products, eye shadow, liner, mascara, foundation, concealers, and blush.
[edit] External links
- (English) Shiseido Global
