Shiseido's key to success: 150 years innovating in beauty

BY EU STUDIO

Updated Tuesday, April 5, 2022- 15:17

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In 1888, toothpaste was introduced to Japan through Shiseido, a small Western-style pharmacy that Arinobu Fukuhara had opened 16 years earlier in Tokyo's now exclusive Ginza neighborhood.

Later, and with the support of the Tokyo hospital, those considered to be

were formulated there .

And not only that.

Shiseido, which, by the way, means "the house that contributes to improving the quality of life", also broke the mold in the cosmetic field.

Among other novelties, it introduced the first cleansing cream in the Japanese market (in 1918);

an emblematic skin tonic, which has never reached Spain, but continues to be sold since 1897 in the rest of the world;

an illuminator or an anti-dandruff hair tonic.

These launches -all before 1920!- already gave clues to the philosophy that was going to permeate the company's values ​​in the years to come: betting on innovation, science and technology without losing sight of

.

In fact, following this path has been key for Shiseido to celebrate its 150th anniversary this year by staying at the forefront of beauty and cosmetics.

Eight research centers in the world;

1,200 researchers working on them;

alliances with the best universities;

More than 2,500 registered patents and an investment in R&D that exceeds 100 million euros are some of the figures that make its leadership clear.

Japan's first toothpaste came in 1888 from Shiseido.

a constant search

If something characterizes Shiseido, it is its constant search to be at

.

A motivation that has led him to create some of his most iconic cosmetics, but also to develop cutting-edge technologies such as the one hidden behind powders capable of smoothing the skin;

of a slimming body cream that helps burn fat with its aroma or one that increases the sun protection factor of a cream when it comes into contact with water or sweat.

Advances that have earned it, among other things, becoming the most awarded brand with the IFSCC (International Federation of Societies of Cosmetic Chemists), considered the Nobel Prize in cosmetics.

Although, beyond these advances, Shiseido works hand in hand with the world of Science.

In this way, some of his findings translate into

that go beyond the frontiers of cosmetics.

Breaking new ground in the approach to skin care;

reducing the consumption of thermal energy and CO2 emissions or contributing to the protection of biodiversity.

Collaborative space of the Shiseido Global Innovation Center, in Yokohama (Japan).

Inaugurated in 2019, it has two floors open to the public.

From skin immunity to smart cosmetics

Among the thousands of patents and hundreds of discoveries Shiseido has made since 1872, there are

.

The first came with

, one of his current bestsellers.

Behind the technology of this facial serum there is more than 20 years of research around skin immunity.

The formula proved to be capable of activating the self-protection capacity, that is, its immunological capital, against external aggressions.

Therefore, it is the first product in cosmetic history to attack problems in their first stage -when they are generated- and not their symptoms.

The next milestone is closely related to

.

Working closely with Massachusetts General Hospital and the Harvard Skin Biology Research Center, Shiseido was able to decipher the interactions between the brain and the skin.

Based on the results,

(present in its

ranges ) was developed, which helps to improve, in an 'intelligent' way, the skin's response to cosmetic treatments.

Image of the Shiseido pharmacy, opened in the Ginza neighborhood of Tokyo in 1872.

Lastly, we can't overlook their latest release,

.

A moisturizer that contains the latest technologies, taking a gesture as simple as moisturizing the skin to another level.

In its formula, it recovers one of the greatest feats of the brand,

discovered in 1984, which has a high cutaneous affinity and has a water retention capacity that doubles that of conventional hyaluronic acid.

The treatment is completed with The LifeBloodTM technology, which manages to seal the cells that form the walls of blood vessels, preserving hydration levels and strengthening the barrier function.

Neuroscience, environmental footprint, skin immunity, R&D... All these concepts that can lead us to think about more technical sectors have forged the identity of a cosmetics giant like Shiseido.

Now more than ever his mission

", which was born 150 years ago, makes perfect sense.

From the century-old toner to the next-generation moisturizer: a historical tour of Shiseido's most emblematic cosmetics

Always hand in hand with innovation and science, Shiseido has launched some of the most avant-garde cosmetic products in the sector in its 150-year history.

We review the most outstanding, those that have marked a before and after in how we conceive skin care.

Portrait of

.

After serving as the Chief Pharmacy Officer of the Japanese Army, in 1872 he opened Japan's first Western-style pharmacy in the Ginza district: Shiseido.

His intention was to unite the best of East and West.

In addition to the first toothpaste, Fukuhara brought to Japan in 1917 the first rice powder for the face with natural shades (not white, as they used to use there).

Rainbow

contained seven colors in a luxurious octagonal container.

anti- cellulite reducing gel

, by Shiseido (2002), combines its active ingredients with the powers of aromachology.

Its SLM technology helps the body burn fat through fragrance.

range

, designed to smooth wrinkles and expression lines, incorporates ReNeuraTM technology.

This follows the principles of Neuroscience to awaken the skin's sensors so that they are more willing to benefit from the applied cosmetic treatment.

A vial of

is sold every seven seconds.

And it is that Shiseido's universal serum is one of his bestsellers worldwide.

His formula, behind which there are more than 20 years of research, manages to strengthen the skin's immune capital.

So treat problems almost before they become visible.

Essential Energy

is one of Shiseido's most recent releases.

This moisturizer, perfect for preventing and/or combating the first signs of aging, achieves three times more hydration than other hyaluronic creams.

It does so thanks to biotechnological hyaluronic acid in combination with The LifeBloodTM technology, which preserves hydration levels and strengthens the barrier function.

Made by UE Studio

This text has been developed by UE Studio, a creative branded content and content marketing firm from Editorial Unit, for Shiseido

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