Shiseido is a Japanese cosmetics brand that offers fragrances, skin care, hair care, cosmetics and fragrancesand hair care products . Founded in 1872 by Arinobu Fukuhara, it is one of the oldest cosmetics companies in the world. It was originally Japan’s first Western-style pharmacy in the Ginza district of Tokyo.
The name “Shiseido” was derived from a passage in the Chinese Confucian classic Book of Changes. Its name generally meant: “How wonderful is the virtue of the earth, from which all things are born!” This saying became the guiding principle of the company in providing beauty products with natural ingredients.
In 1916, Shiseido developed its cosmetics department as a separate offshoot business. It launched a stand-aloneeparate cosmetics shop along with a host of laboratories dedicated to assuring product safety., Aat the same time, the brand continued itsconducting research and development efforts tofor improvement of its products. This set the stage for the company to begin reorienting itself from pharmaceuticals to cosmetics. It focused on creating high-quality, modern, elegant cosmetics in which it could take real pride.
The company entered the world-wide market in 1957, starting with an outlet in Taiwan. Then t, they began establishing overseas sales companies one after another. During this period of growth, it also expanded its product line. In 1961 Shiseido launched its first national makeup campaign to promote its “Candy Tone” product line, which contributed greatly to cultivating new customer segments. Today, its products are sold in about 120 countries globally.
The company constantly innovates and develops quality products to satisfy its consumers. Shiseido also employs stringent internal quality assurance standards along with external regulations to ensure product safety. In line with this, Shiseido also takes care to accurately present and carefully explain information twhat consumers need when selecting which products to buy.
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