Shiseido has been affirming its position in the current cosmetics market, becoming one of the most popular beauty brands globally. Known as a trusted companion of cosmetics lovers, Shiseido has continuously developed and innovated over the years, bringing customers top quality products.

By effectively combining Western science and technology and traditional Eastern beauty secrets. Shiseido not only brings effective skin care products but also creates breakthroughs and class. The diversity and uniqueness of Shiseido’s product portfolio brings a classy experience to users, helping them be more confident in taking care of and beautifying themselves.

An overview of Shiseido

Shiseido, whose Japanese name is 資生堂, is a cosmetics brand that was born in 1872. Initially, Shiseido started as a Western-style pharmacy store, located in the Ginza district in Japan. Currently, Shiseido stands firmly as one of the most prestigious and oldest cosmetic corporations in both Japan and worldwide.

The formation of Shiseido is extremely special. The brand was founded by Arinobu Fukuhara, a Japanese pharmacist, after a trip from Europe to America. It is from this special origin that Shiseido has continuously changed and absorbed the achievements of Western science and technology as well as the traditional beauty secrets of Eastern women. This can be considered a solid foundation for Shiseido’s development from its early days of establishment to today.

Shiseido logo meaning

From its inception to the present, Shiseido’s symbol is the delicate image of two camellia flowers. According to the company’s explanation, this symbol represents Shiseido’s commitment to quality to customers. In Japanese culture, the image of the camellia flower is synonymous with commitment and assurance.

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History of formation and development

Born in 1872 under the founder of pharmacist Arinobu Fukuhara, Shiseido became one of the oldest cosmetic brands in the world. In Japan, Shiseido has gained popularity and become the top choice of Japanese people. Below are important milestones, demonstrating the formation and development of Shiseido over time:

  • In 1872, Arinobu Fukuhara established the first pharmacy in Ginza, Tokyo.
  • 1888: Shiseido toothpaste appeared, the brand’s first product.
  • 1897: Shiseido produced the first skin care bottle, Eudermine lotion.
  • In 1902, Shiseido installed soda fountains in stores, initiating Japan’s first soda and ice cream sales: The early taste success of the East meets the West
  • In 1915, “Hanatsubaki” (Camellia) became the company brand. Our logo: inspired by flowers in women’s hair
  • In 1916, the enterprise building: Expanded under Shinzo – Shiseido opened the design department and testing room.
  • In 1917, Shiseido launched Hanatsubaki perfume. This is Shiseido’s first perfume bottle, also the first perfume product produced domestically in Japan. Launching powder powder with 7 tones.
  • In 1919, Shiseido Gallery was founded, currently the oldest gallery in Japan.
  • 1922, hair industry: Shiseido entered the world of hairstyling
  • In 1927, Shiseido went public. New creativity for Shiseido brand with logo: Create Logo using Japanese and Western characters
  • In 1934, Miss Shiseido’s advertising campaign began: “Women from respectable families..”
  • 1937, inauguration of the Camellia Club and Anniversary Gifts (2003)
  • In 1938, Hanatsubaki was used to replace the Shiseido brand letters on the logo
  • In 1939, Shiseido research and development department was completed and began operations
  • In 1957, business development began in Taiwan – the first sales base outside of Japan
  • In 1961, launched the first Make-up campaign called “Candy Tone”
  • In 1966, the “Beloved by the Sun” campaign and the first advertising photo shoot in Hawaii
  • In 1973, opened L’Osier: Bringing the beauty of French cuisine to Ginza
  • In 1975, opened “The Ginza” – a full emphasis on Shiseido style
  • In 1978, Shiseido art studio in Kakegawa was launched
  • In 1980, during a visit to Japan, famous French photographer and scent maker Serge Lutens decided to stop here and work for Shiseido Group.
  • In 1981, the company began marketing cosmetics in China.
  • In 1984, the Hyaluronic Acid phenomenon occurred: Shiseido created it
  • In 1986, Shiseido acquired Carita SA, a beauty salon and beauty school chain in France.
  • In 1987, Shiseido opened the Alexandre Zouari beauty salon in Paris.
  • In 1988, Shiseido acquired Zotos International, Inc., a leading American supplier of professional hair and beauty salon products, and Davlyn Industries, Inc.
  • In 1990, the company founded Beaute Prestige International SA in Paris to develop the market and fragrances.
  • 1997: Shiseido’s 125th anniversary. The company marked the occasion by introducing to the international market a new version of its classic Eudermine product.
  • In 2000, Shiseido obtained ISO 14001 certification for all domestic and overseas manufacturing plants. This serves as a recognition of Shiseido’s ability to systematically manage the environment.
  • 2002: Establishment of Tokyo Ginza Shiseido building
  • 2011: Established Tokyo Ginza Shiseido building
  • In 2012, the brand celebrated its 140th anniversary.

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Shiseido products

Shiseido is one of the few Japanese brands. Has risen from a field unrelated to technology, to become a famous name in the global fashion, beauty care and cosmetics industry.

Providing products for both men and women

Shiseido built a strict brand structure system, with the goal of serving a wide range of customers in the market. As a diverse cosmetics brand, Shiseido offers customers a series of products that solve all skin and beauty problems. From daily skin care and nutrition to specialized anti-aging products, whitening products, sunscreen products, and makeup products, Shiseido also pays special attention to the beauty needs of both men and women, providing a variety of products. Top quality hair care products and perfumes.

The brand makes women fall in love

Surely there is nothing much to discuss, every woman wants to own Shiseido cosmetic products. In particular, women over 30, facing the problem of skin aging and many different conditions, put their trust in Shiseido to care for their skin.

Typical product lines of Shiseido

Shiseido is always at the forefront of research and development of beauty products based on advanced science. In addition to the research laboratory in Japan, the company expanded the scale of research activities by establishing laboratories in France in 1988 and in the United States in 1989.

This Japanese brand has diversified its product portfolio, from skin care, sunscreen, to makeup and even specific products for men. Although there are many product lines, Shiseido is always most proud of its skin care cosmetic technology. Below are some of the company’s typical product lines:

  • White Lucent: Skin whitening product line, designed to improve brown spots, uneven skin pigmentation and enhance skin’s shine.
  • Bio-Performance: Shiseido’s most popular anti-aging product line, introduced in 1987.
  • Benefiance: Special anti-wrinkle product line, suitable for mature and dry skin, launched in 1996.
  • Ultimune: Essence that improves the hydrolipid layer that protects the skin, containing antioxidant active ingredients that help the skin resist the effects of the environment.
  • Future Solution LX: The most advanced anti-aging product line, using exclusive technology with extracts from Enmei herbs and Japanese green silk.

Special features of the product

With undeniable product quality, Shiseido is recognized in the market as a premium high-end cosmetics segment. Shiseido cosmetics always attract customers who set high standards for cosmetics. Shiseido’s product lines range from aging skin care to moisturizing and whitening, all of which are produced using advanced technology and strictly controlled raw materials. This is evidenced by the fact that Shiseido cosmetics received a quality inspection certificate from the US Food and Drug Administration (FDA).

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An Experienced Brand

Shiseido’s achievements

Arinobu Fukuhara, founder of Shiseido, said: “Beauty is global, so products that serve beauty must also be global.” With more than 150 years of development history, Shiseido is currently the oldest and currently the fourth largest cosmetics corporation in the world.

Number of years in operation

Shiseido was founded in 1872, during a historical journey spanning 150 years. Shiseido has continuously inspired through its creativity, innovation and pioneering leadership in the beauty and skin care sector. From humble origins that began as the first Western-style pharmaceutical in Japan, Shiseido has surpassed important milestones, led growth and become a pioneer in Japanese beauty, with reputation and reputation that we all know today.

Main distribution channels

Shiseido has built an extensive distribution system throughout Japan, throughout Asia and key global markets. This brand uses three main distribution channels as follows:

  • High-end product showroom: where professional consultants serve customers.
  • Representative office (branch): sells high-end and mid-end products, has professional consultants to serve customers.
  • Sales agent: providing a variety of products from mid-range to mass. This place will be owned by cosmetics store owners (no professional sales staff).

This strategy has proven Shiseido’s success in penetrating the cosmetics market through multi-level distribution channels.

Business area

With the ability to expand into many different market segments, Shiseido company began to expand internationally in 1957, starting with production and business activities in Southeast Asia. Since then, Shiseido expanded to other markets such as England, France, America… To date, Shiseido is present in 120 markets globally, with more than 46,000 employees and a network of more than 25,000 stores.

Prize

Shiseido cosmetics have won many prestigious awards around the world such as:

  • American Fifi Award
  • Most loved product Best of Beauty 2016
  • “Cosmopolitan Beauty Awards 2015” – prestigious cosmetics award in many countries around the world such as the US, UK, and Germany.
  • SELF Approved Beauty Award 2016
  • Technology breakthrough product award of ELLE International Beauty Awards 2015
  • ELLE Beauty Awards 2020…

Overall review of Shiseido

Advantage

  • It is a longtime cosmetic brand that is popular in the market because of the quality and effectiveness of its products.
  • Continuously invest in scientific research to meet and exceed customer expectations with high quality, safe and effective products.
  • Many customers with practical experience have given very good feedback about the product
  • Shiseido cosmetics are extracted from a number of precious natural essences to strengthen the skin’s resistance.
  • Always incorporating new technology to ensure maximum gentleness and effectiveness for users.

Defect

Shiseido cosmetics are highly appreciated for their class and have quite high prices. Owning a full set of products for skin care also requires a significant amount of expense.

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