SHISEIDO GINZA TOKYO transcend boundaries STORY

1872
EAST MEETS WEST
It was the birth of Japan’s rail network and Shiseido chose Shimbashi Station in Ginza as the location to open its very first store. Due to the convenience of the new railway line and growing popularity of the area, many other western-influenced stores followed, including publishing houses and media outlets.
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EAST MEETS WEST
Founded in 1872, Shiseido was the brainchild of
23-year-old Arinobu Fukuhara. His vision was to combine the practices of western pharmacology with the Yi Jing concept. He opened the first-ever Shiseido store, a western pharmacy in Ginza, Tokyo.
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1897
SCIENTIFIC ADVANCES
IN GINZA
Around 1883, the Japanese government began adopting aspects of western culture, particularly industrial practices to promote the modernization of Japan. People were becoming more open-minded to the western-influenced products on sale in Ginza.
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SCIENTIFIC ADVANCES
FOR COSMETICS
Shiseido stepped into the world of cosmetics in 1897 with the introduction of Eudermine. The formula was based on the research of Dr. Nagayoshi Nagai of Tokyo Imperial University, who had studied at Berlin University. Shiseido aimed to use the same scientific methods to develop a range of high-quality cosmetic products — just like their range of pharmaceuticals.
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1919
ART-INSPIRED GINZA
By the beginning of the Taisho period, Ginza had become rejuvenated. The growing artistic culture was thriving and the old brick buildings were replaced with exquisite modern structures.
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THE ART OF BEAUTY
Shiseido established an art gallery to encourage and promote the work of young artists. They also started a publication titled "Shiseido Graph", bringing the latest in the world of fashion to Japan. The brand became a popular voice of style and beauty.
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1937
MODERN GIRLS
Towards the end of the Taisho era, “Modern Girls” began to appear in Japanese cities and quickly became the topic of interest. More and more people were interested in exploring and defining the female idea of “beauty”.
MISS SHISEIDO
Shiseido introduced the “Shiseido style beauty method”, making skin health a vital part of all new cosmetic products.
Shiseido also introduced ”Miss Shiseido: To the World” – a new way of promoting the brand and its beliefs.
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1949
POST WAR
In the immediate years after World War 2, information about beauty and fashion was difficult to come by. Many cosmetic products had become unavailable, and information about beauty treatments were no longer discussed and shared so freely.
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BEAUTY COURSES
Shiseido initiated the Special Beauty Course. Targeting female students scheduled to graduate from high school under the new school system, the course combined lectures with hands-on demonstrations on a broad range of areas.
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1966
OPENING THE MIND FOR
BEAUTY
With the economy growing, Ginza was a thriving hub of innovative thinkers and business elites by day, and bustling area of art and bold, neon fashion statements at night. Beauty could be found in all shapes and sizes.
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QUESTIONING THE
DEFINITION OF BEAUTY
Shiseido enlisted actress, Bibari Maeda, to be the face of independent beauty—a bold decision and statement by the brand that encouraged people to question the idea of what beauty really is. Shiseido began to open people’s eyes and minds to a broader and more inclusive definition of the word.
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1985
BREAKING GENDER
RULES
Advertising started encouraging men to be less conservative and follow more youthful trends.
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INTRODUCING MEN
PRODUCTS
In 1959, Shiseido introduced a collection of products for Japanese men.
By 1985, men were becoming more style and beauty conscious. New male magazines were launching every week. To capitalize on this ever-growing group of modern beauty-conscious men, the DC (Designer Character) brand launched.
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2020
ALIVE WITH BEAUTY
With all eyes around the world on Tokyo, 2020 is a significant year for Japan and Shiseido. After years of redevelopment and innovations, Ginza is the place in Japan that epitomizes the idea of east meets west, old blends with new, and art and science co-exist effortlessly. It is a place rich with culture and thriving with beauty.
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TRANSCENDING
BOUNDARIES OF BEAUTY
For the first time, Shiseido has appointed four brand ambassadors, each of them transcending boundaries in their own unique way and representing Shiseido’s DNA: age defying, questioning the norm, challenging stereotypes and embracing imagination. These four pillars embody the innovative Japanese spirit of what it means to be “Alive with Beauty”.
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