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The history of Shiseido is not merely a story about products and services; it is also a story of a company taking a broader perspective to also consider aspects of culture and lifestyle, and seeking always to create new value. This is the true history of Shiseido. Here we explore the path of achievement Shiseido has followed for over 140 years since its founding in 1872 as Japan’s first Western-style pharmacy.

1872

Arinobu Fukuharaestablishes Japan’s first Western-style pharmacy in Ginza, Tokyo

1902

Installs in-store soda fountains, begins Japan’s first sales of soda waters and ice cream

1915

Sets “Hanatsubaki”
(Camellia)as a company trademark

1888

Releases Fukuhara Sanitary Toothpaste

1897

Advances into cosmetics industry with Eudermine

1916

Opens cosmetics shop at 11 Takekawa-cho (now Ginza 7-chome). Opens design department and testing room

1917

Begins sales of “Hanatsubaki” perfume, the first such fragrance created by Japanese people

1918

Releases Cold Cream

1921

Establishes Shiseido’s Five Principles

1922

Establishes three new business sections, handling cosmetology, hair dressing, and children’s clothing, withHelen Grossman called in from America to handle the hair dressing section.

1924

Launches Shiseido Geppo cultural information magazine for customers (through 1931)

1917

Releases Seven colors Face Powder

1919

Establishes the Shiseido Gallery, now the oldest existing gallery in Japan.

1923

Launches a network of chain stores for Shiseido cosmetics

1927

Changes limited partnership to joint-stock company Shiseido Co., Ltd; Shinzo Fukuhara becomes its first president

1928

Inaugurates Cosmetics Department and Shiseido Ice Cream Parlor

1932

Releases De Luxe

1937

Inaugurates the Camellia Club and commemorative gifts (through 2003)

1937

Hanatsubaki replaces Shiseido Graph

1927

Creates logo in Japanese characters

1928

Establishing a Western logo

1931

Exports Rose Cosmetics to Southeast Asian countries; starts full-fledged international business

1933

Shiseido Graph replaces Shiseido Monthly

1934

Miss ShiseidoPromotional Campaign Begins

1937

Develops New Shiseido Style Facial Treatment and Specialty Products

1939

The Shiseido Research & Development Lab is completed

1949

Listed on the Tokyo Stock Exchange

1956

Opens Shiseido Beauty Salon in Shibuya, Tokyo

1953

Establishes Shiseido Institute of Beauty Sciences

1957

Begins sales in Taiwan

1961

Conducts its first make-up campaign “Candy Tone”

1962

Completes Shiseido Kaikan (later renamed Shiseido Parlour Building)

1965

Establishes Shiseido Cosmetics America Ltd.

1968

Establishes Shiseido Cosmetici (Italia) S.p.A.

1968

Opens Shiseido Research Labs in Yokohama (renamed Shiseido Research Center in 2000)

1971

Establishes Shiseido New Zealand Ltd.

1972

100th anniversary; establishes Shiseido Welfare Corp.; sponsors 1st Shiseido International Conference, Seminar on Light & Skin

1975

Inaugurates Kakegawa Factory

1959

Founds Shiseido Beauty Academy(Japanese Only)

1959

Ofuna Factory completed (subsequently renamed Kamakura Factory, continued until 2015)

1962

Establishes Shiseido of Hawaii, the company’s first overseas investment

1963

Starts sales in Italy, as its first exports to Europe.

1966

Conducts “Beloved by the Sun” campaign and the advertising industry’s first overseas shoot in Hawaii

1970

Establishes Shiseido Singapore Co., (Pte.) Ltd.

1972

Establishes Shiseido Thailand Co., Ltd.

1973

Opening of restaurant “L’Osier”

1975

Opens ”Shiseido—The Ginza”

1977

Shiseido sponsors fashion shows by the “Paris Six”

1980

Establishes Shiseido France S.A.

1980

Establishes Shiseido Deutschland GmbH

1982

Establishes Shiseido Australia Pty., Ltd.

1983

Establishes Hanatsubaki Award for Contemporary Poetry

1984

Starts the commercial production of Shiseido-exclusive ingredient Bio-Hyaluronic Acid

1986

Hosts Shiseido Exhibition of Advertising Art (Musée de la Publicité in Paris)

1986

Establishes IPSA Co., Ltd.

1986

Establishes Pierre Fabre JaponCo., Ltd. a joint venture with Laboratories Pierre Fabre SA

1986

Establishes Shiseido United Kingdom

1978

Opens Shiseido Art House in Kakegawa

1980

Shiseido brings onSerge Lutens as image creator

1981

Begins selling cosmetics in Beijing, China

1983

Technological tie-up agreement with the city of Beijing

1983

Completes Kuki Factory

1985

Hosts The Art of Beauty (113 Years of Shiseido Advertising) Exhibition in New York

1986

Creates braille versions of beauty (makeup) texts

1986

Acquires CARITA(sold in April, 2014)

1986

Opens the Shiseido Academy of Beauty & Fashion

1987

Establishes SHISEIDO PHARMACEUTICAL CO.,LTD.

1989

Formulates “Corporate Philosophy”(Reintroduced in 2011 as the Shiseido Group Corporate Philosophy under the banner “Our Mission, Values and Way.”)

1989

Decides to completely eliminate the use of CFCs in all aerosol products

1989

Acquires Davlyn Industries, Inc. in the U.S.

1990

Completes elimination of CFCs

1990

Establishes Beaute Prestige International SA in France

1991

Establishes ettusais Co.,Ltd

1991

Establishes first manufacturing base in Europe

1992

Establishes Shiseido Corporate Museum in Kakegawa

1992

Establishes Shiseido Amenity Goods Co., Ltd.

1993

Establishes Shiseido Canada Inc.

1995

Establishes Shiseido International

1988

Acquires Zotos International, Inc. in the U.S.

1989

Hosts Shiseido International Forum ’89: “Successful Aging” (every two years through 2005)

1989

Collaborates with Harvard University to establish The world’s first dermatological research center

1990

Establishes Shiseido America Incorporated

1991

Establishes d’ icila Co., Ltd.

1991

Establishes Shiseido Liyuan Cosmetics Co., Ltd., a joint venture in Beijing

1992

Establishes Shiseido Eco Policy

1992

Opens Les Salons du Palais Royal Shiseido in Paris

1994

Establishes Ayura Laboratories, Inc.(sold in August,2015)

1997

100th anniversary of Eudermine

1997

Holds exhibition: Paris-Tokyo-Paris Shiseido 1897-1997 la Beauté (Musée des Arts Décoratifs)

1997

Establishes Shiseido Europe, Ltd.

1997

Establishes joint venture Saha Asia-Pacific Co.,Ltd. In Thailand

1998

Establishes joint venture Shiseido Dah Chong Hong Cosmetics Ltd.

1998

Acquires Lamour’s salon business

1999

Acquires Bristol-Myers Squibb’s salon brands in Japan

1997

Announces The Shiseido Way (corporate behavior) and announces The Shiseido Code (corporate ethics and behavior standards)(Reintroduced in 2011 as the Shiseido Group Corporate Philosophy under the banner “Our Mission, Values and Way.”)

1997

Establishes joint venture Shiseido Korea Co., Ltd.

1997

Acquires Helene Curtis Japan

1998

Holds exhibition: Born in 1872 SHISEIDO Meme, what it has created and what it transmits
(OribeHall,Tokyo)

1998

Establishes contractual joint venture Shanghai Zotos Citic Cosmetics Co., Ltd. in Shanghai

2000

All domestic Japanese and overseas factories earn ISO14001 certification

2000

Holds Face to Face: Shiseido and the Manufacture of Beauty 1900-2000 Exhibition (Grey Art Gallery, New York University)

2000

Retains Laboratories Decleor SAS in France(sold in April, 2014)

2000

Establishes joint venture S&D Cosmetics Co., Ltd. in Korea

2001

Establishes KINARI Inc.

2001

Establishes Shiseido Brasil Ltda.

2001

Establishes Shiseido China Research Center Co., Ltd.

2003

Establishes holding company Shiseido (China) Investment Co., Ltd. in Shanghai

2004

Establishes Shiseido Professional Inc.

2004

Establishes joint venture Shiseido Professional (Thailand) Co., Ltd. (SPT) in Thailand

2005

Establishes joint venture Shiseido Malaysia Sdn Bhd

2006

Establishes Shiseido Europe Research Center

2006

Introduces “kangaroo” staffing system

2007

Begins Shiseido Female Researcher Science Grant

2007

Establishes Shiseido (RUS), LLC.

2008

Launches tree planting program in China

2008

In the Michelen Guide Tokyo 2009, L’Osier keeps its three-star rating for a second year, and restaurant Faro earns one star.

2009

First in the cosmetics industry to earn the Environment Ministry’s “Eco First Enterprise” recognition

2009

Shiseido’s Marketing History to be used for MIT Educational Materials

2010

Establishes Shiseido Cosmetics Vietnam Company Limited

2010

Establishes SHISEIDO S.A. (Switzerland)

2011

Opens “SHISEIDO THE GINZA”

2000

Establishes a new “Shiseido Research Center”

2000

Establishes European Distribution Center

2000

Acquires NARS brand in the U.S.

2000

Establishes FT Shiseido Co., Ltd.

2001

Establishes Tokyo Ginza Shiseido Building

2003

Transfers headquarters functions to Shiodome Office

2004

Participates in the United Nations Global Compact

2004

Sponsors “Global Beauty Consultant Contest 2004”

2005

Announces corporate message: “This moment. This life. Beautifully.”

2006

Opens the “Life Quality Beauty Center” Therapy Make-Up Institute

2007

Opens corporate university Ecole Shiseido

2007

Restaurant L’Osier earns a three-star rating in the Michelen Guide Tokyo 2008

2008

Opens Shiseido Training Center China in Shanghai

2008

Inaugurates Shiseido Vietnam Inc.

2009

Complete Construction of Vietnam Factory

2009

Establishes Shiseido Life Quality Beauty Centers in Shanghai, China and Taipei and Kaohsiung, Taiwan

2010

Acquisitions of Bare Essentuals,Inc.

2010

Establishes Shiseido Hellas S.A. (Greece)

2011

Shiseido establishes New Corporate Philosophy“Our Mission, Values and Way”

2012

140th anniversary; Starts “MIRAI-TSUBAKI Project”

2013

The first“Shiseido Beauty Specialists”started working

2013

Shiseido’s New Head Office Building, “Shiseido Ginza Building,”
Becomes Shiseido’s Hub for New Value Creation at its Birthplace of Ginza

2012

Starts Watashi+,Beauty & Co.

2014

Official Sponsor of Japanese National Sports Teams in Swimming, Water Polo, Gymnastics, Volleyball, and Beach Volleyball

2014

Formulated Medium-to-Long Term Strategy “VISION 2020”