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2020
The birth of our beauty creation and communication activities
Started training for "Miss Shiseido" (the predecessor of today's Personal Beauty Partners)
Established Japan's first scientific beauty method, the "New Shiseido-style Facial Treatment" (Shiseido-shiki Shin Biganjutsu)
Shiseido invited Etsuko Obata from New York to develop a "New Shiseido-style Facial Treatment" that would suit Japanese women, based on her knowledge of the latest developments in dermatology and chemistry.
Released products linked to our beauty methods
As part of the "New Shiseido-style Facial Treatment," Shiseido launched six basic cosmetics for different skin types.
Established the Shiseido Institute of Beauty Sciences
January: The Shiseido Institute of Beauty Sciences, the predecessor of the current Shiseido Beauty Creation Center, opened on the second floor of the Cosmetics Department building in Ginza 7-chome.
Becoming active on the world stage
September: Fujiko Kouga took part in the National Beauty Trade Show held in the U.S. and won a trophy for creating a Japanese hairstyle using American techniques.
Shiseido's first makeup campaign
Developed makeup information for "Candy Tone," which proposed trendy colors.
Launched "The Beauty Research Institute," a networking magazine for the creation and advancement of beauty
Represented Japan at the International Beauty Show (IBS) World Convention in New York.
March: Masayoshi Otake and Sayoko Matsuda participated in the IBS World Convention, where they received high acclaim for their original and modern aesthetic that went beyond simply emphasizing traditional Japanese beauty ideals.
Launch of Nippon TV's "Oshare" (Style) program, sponsored solely by Shiseido
April: Fujiko Kouga (then Head of the Beauty Department) and Kouko Okubo (then Head of the Beauty Technology Institute) took turns appearing on the program, which invited celebrities to talk about fashion and style. Their advice on beauty and fashion was well received.
Started technical cooperation with Tokyo Collection
Shiseido partnered with Tokyo Collection to improve our image in terms of PR, fashion and innovation, as well as to improve the skills and aesthetic sensibilities of our hair and makeup artists.
Became the first Japanese hair and makeup artists to participate in Paris Fashion Week
September: Masayoshi Otake, Kimiko Oshiro, and Yatsuki Shimosaka participated in Paris Fashion Week as makeup artists.
Shiseido sponsored the Paris Six fashion show, taking the initiative to support up-and-coming designers
January-February: Shiseido was the first Japanese cosmetics manufacturer to bring six up-and-coming Parisian designers to Japan for the Paris Six fashion show, which was held in seven cities: Tokyo, Osaka, Fukuoka, Hiroshima, Sendai, Sapporo, and Nagoya. Shiseido Hair&Makeup Artists were in charge of hair and makeup for the show.
Participated in the production of a cultural documentary
June: The first film in the "Women's Cultural History" series of documentaries, "The Illusion of Heian," was planned, produced, and completed by what was then called the "Institute of General Beauty." It was met with high acclaim, both in Japan and abroad.
First Japanese person wins the Body Painting category at the CIDESCO World Competition
Shiseido Hair&Makeup Artists participated in promoting Kenzo Takada's fashion show organized by Shiseido
Shiseido Hair&Makeup Artists participated in tie-in promotions for the movie "Lady Oscar"
Shiseido began sponsoring Paris Fashion Week, participating as full-fledged makeup artists
Designed makeup based on the theme of "Neat Sense" advocated by Issey Miyake
January: Shiseido sponsored the "Issey Miyake It's Neat" fashion show in Tokyo and Osaka. In February, we launched the "Lure" line of cosmetics for consumers who wanted to express bright, healthy, and intelligent beauty, with hair and makeup by Yoshino Ito.
Masa Otake Team Represented Japan for the First Time at a Global Hair Fashion Event
February: The 7th World Hairdressing Congress was held at the Royal Albert Hall in London, and the team led by Masa Otake was selected to represent Japan for the first time. In a venue with capacity for 6,000 people, hairdressers from all over the world gathered. Awards were presented to national teams for their remarkable achievements and hair shows were performed by the selected representatives of each country.
Began cooperating with hair and makeup for the Mainichi Fashion Grand Prix
The first beauty exhibition in Japan held by Shiseido Hair&Makeup Artists
Masa Otake Team Performed at NY Beauty Event Showcasing Japanese Beauty to the World
March: The creative hair show "JAPAN TODAY : A Symphony of Fashions" held at Carnegie Hall in NY.
Photo book "Sayoko"
Shiseido artists handled hair and makeup for "Sayoko" (currently out of print), a collection of photographs by the photographer Noriaki Yokosuka.
Expansion of hair and makeup activities for the fashion shows
March: Tokyo Collection started, and hair and makeup cooperation and information dissemination expanded to include participation in the Paris Fashion Week.
Began hair and makeup research for Hi-Vision
Opened SABFA
Shiseido established SABFA as a school with the aim of giving back to society by sharing the beauty know-how that Shiseido has cultivated over the years and fostering hair and makeup artists with superior skills and creativity.
SABFA stands for SHISEIDO ACADEMY of BEAUTY & FASHION.
Inauguration of the Beauty Science Institute "Kitto Motto Hatto Day"
Guidance on hair and makeup for the first performance of the musical "Les Misérables" in Japan
June: Les Misérables, a musical, was held at the Imperial Theatre under the sole sponsorship of Shiseido, and Shiseido Hair&Makeup Artists were in charge of teaching makeup techniques to the performers.
Began hair and makeup trend research
January: The results of the "Seasonal Hair and Makeup Study" are published for the first time in the "1989 Spring/Summer SHM. Since then, the trend research has continued and evolved into the current beauty trend research.
Inauguration of "Atelier MASA," a hair and makeup creation group
Held the 1st Hair Makeup Creation "SURBALANCE" exhibition
Began overseas assignment of Shiseido Hair& Makeup Artists
Started researching and disseminating information on" Successful Makeup for People in Their 40s and Beyond."
Participated in the New York Fashion Week as a makeup artist for the first time
Began research on "The Role of Makeup in the Transition of Women's Beauty”
Completed the theory of "Space Balancing Makeup"
February: The "Space Balancing Makeup" theory was developed by Mieko Ueda and other members.
Completed the theory of "Personal Image Creation"
Developed a facial features map as a guideline to distinguish facial features, and developed a theory by Namiko Kobayashi and other members to freely produce makeup images.
Completed the theory of "Best Matching Hair"
Completion of "Golden Balance Theory"
Participated in the New York Fashion Week for the first time as a hair artist.
Formed "SATSS," a group of hair and makeup artists
Completed the theory of "Profile Final Zone"
Appoints two hair and makeup artists as the first "Shiseido Top Hair&Makeup Artists"
Development of "Glasses and Makeup" information
October: Noriko Okubo takes the lead on the research and development of "Megane to Makeup" information, which explains the key points of makeup for each eye glass frame type.
Begins hair and makeup support for "Fashion Cantata from Kyoto".
Started appearing on "BeauTV VoCE," Japan's first program dedicated to beauty
Support activities for areas affected by the Great East Japan Earthquake
January: "Colorful Love Letters Exhibition by Shiseido Hair & Makeup Artists" held
December: "Balloons of Hope Exhibition" commemorating the 140th anniversary of Shiseido and the Mainichi Newspaper held
"Shiseido Foundation Brush 131" released for achieving the "Easy Professional Foundation Technique"
Shiseido Ginza Bldg.
Hanatsubaki Hall Opening Program
Hair and makeup artists' works displayed at "Japan Original Beauty" exhibition
Merry Merry Makeup! Exhibition
Sawako Yuri X Masato Kanazawa
"YuriKana Exhibition" by Majolica Majorca
Evolution of Japanese makeup
December: The evolution of Japanese makeup recreated on a model
Official Shiseido Hair&Makeup Artists Instagram account started
Hair and makeup for "High School Girl?"
PLAYLIST launched
September: New brand "PLAYLIST" launched, utilizing the experience and know-how of about 40 Shiseido Hair&Makeup Artists
"Mama Project" launched
After repeated reorganization, the center renamed the Shiseido Beauty Creation Center
First exhibition by a hair and makeup artist held at a public museum in Japan
Exhibition "May I Start? Hirofumi Kera’s Cross-Border Hair & Makeup" held at The Museum of Modern Art in Saitama
"Beauty Together" launched
April: "Beauty Together" content released for a limited time to promote the enjoyment of beauty at home
SABFA moved to Harajuku
"Male Facial Map" developed and how-to videos released on YouTube
June: "Male Facial Map" developed and a YouTube channel focused on men's beauty techniques launched
Hair and makeup suggestions for when wearing a face mask
June: Key points for "face mask" makeup proposed and explained by Yoshiko Jinguji
TELL ME BEAUTY TIPS started
Based on the concept of "beauty together," new Instagram account started to share artists' makeup tips and techniques that can be tried right away
Tadashi Harada participated in "UNIQLO CREATOR COLLABORATION: The Art and Science of LifeWear from TOKYO"
Men's beauty content for men in their 40s and beyond under "DIAMENS" launched
Praise received for great behind-the-scenes work at the TOKYO 2020 Paralympic Games Opening Ceremony
August: Under the direction of Hirofumi Kera, a total of 49 people, including artists from the Shiseido Beauty Creation Center, SABFA graduates, and instructors from the Shiseido Beauty Academy, were in charge of hair and makeup for the TOKYO 2020 Paralympic Games Opening Ceremony.
"Visual Styling for Biz," an app for men's self-styling techniques, launched
Joint development of "wig+" (medical wigs)
"100 Years of Japanese Makeup" supervised by Shiseido Hair&Makeup Artists published by GENKOSHA Co.
From the Taisho romantic modern girl to the Reiwa gyaru style, this photo book traces the evolution of makeup in Japan over the past 100 years.