HISTORY The beginnings and history of “SHISEIDO HAIR&MAKEUP ARTIST”

  • 1920

  • 1970

  • 1980

  • 1990

  • 2000

  • 2010

  • 2020

1920 - 1969
1922
Our History

The birth of our beauty creation and communication activities

In 1922, an American cosmetologist from New York, Helen Grossman, was invited to Japan to help fill the need for full-fledged hairdressers trained in Western techniques that went beyond traditional hairstyling. Grossman herself served as a model and held seminars and demonstrations of new hairdressing and beauty techniques in major cities across Japan. These popularized the "over-ear" hairstyle, which revolutionized women's hairstyles in the late Taisho and early Showa periods. This was the beginning of Shiseido's communication of beauty techniques, an activity that we have passed down through the generations to Shiseido's hair and makeup artists today.
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1933
Education and Human Resource Development

Started training for "Miss Shiseido" (the predecessor of today's Personal Beauty Partners)

1933
Beauty Information Development

Established the "New Shiseido-style Cosmetic Method/3-D Makeup"

1937
Beauty Information Development

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.

*Three short videos (15 min. each), "Basic Cosmetics," "Western-style Cosmetics," and "Japanese-style Cosmetics," were completed and shown at the Hanatsubaki-kai Gathering as Technicolor beauty films.
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1937
Products/Advertising

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.

・Whitening Cream (2.20 yen)
・Astringent Cream (2 yen)
・Acne cream (2 yen)
・Acne lotion (1.70 yen)
・Carmine Lotion (1.70 yen)
・Muscle Oil (1.35 yen).
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1953
Our History

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.

There, Shiseido employees researched products and beauty techniques and communicated beauty information by holding beauty courses for chain stores, responding to beauty consultations from customers, and writing articles on beauty for publications like Hanatsubaki magazine.
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1956
Creation

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.

1961
Beauty Information Development

Shiseido's first makeup campaign

Developed makeup information for "Candy Tone," which proposed trendy colors.

The campaign, which targeted younger consumers, launched seven lipstick colors, three of which were based on the "Sunny Tones" predicted to become popular by the Japan Fashion Color Association.
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1963
Creation

Launched "The Beauty Research Institute," a networking magazine for the creation and advancement of beauty

Initially distributed free of charge, the magazine was well received at book fairs and became available to purchase in bookstores. From there, it gained attention abroad through bookstores in New York, and international hair and makeup artists began asking to have their work featured. As beauty technicians further developed their creative activities, Shiseido Hair&Makeup Artists began to present their work through the magazine, utilizing their individual personalities and sensibilities to further enrich and expand the genre of beauty.
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1967
Creation

Held the first Shiseido Beauty Show

August: Held the first Shiseido Beauty Show to give Shiseido Hair&Makeup Artists the opportunity to improve and evaluate their skills.
The theme was "Hairstyles Connecting the Meiji Era to the Future."

1970 - 1979
1974
Creation

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.

1974
Beauty Information Development

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.

1976
Creation (Fashion Shows)

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.

1976
Creation (Fashion Shows)

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.

At the time, Shiseido products were not available in France, and they were being seen for the first time. They were very well received, as were the delicate techniques and attentive hospitality that only Japanese hair and makeup artists could provide.
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1977
Creation (Fashion Shows)

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.

The six artists were Jean-Charles de Castelbajac, Dan Bélanger, Anne Marie Beretta, Jean-Claude de Luca, Claude Montana, and Thierry Mugler. All of them were young faces, most still in their 20s, and the event made a huge splash in the industry.
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1977
Social Contribution Activities

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.

Selected by the Ministry of Education (now the Ministry of Education, Culture, Sports, Science and Technology), the film was recommended by the Film Appreciation Society and the Japan Film Pen Club; it was even featured in an educational program for high school students on the NHK Educational TV network. English and French versions of the film were produced and stored in the film collection of the Tokyo Metropolitan Hibiya Library. Since January 1982, the film has also been regularly shown to the public at the British Museum in London. Other films include:

1977 : The Illusion of Heian
https://www.kagakueizo.org/create/yoneproduction/151/

1978 : The Birth of Ghosts
https://www.youtube.com/watch?v=UXsCGbIfroo

1981 : The Age of Iki
https://www.youtube.com/watch?v=0_JC7gJsEnI

1986 : "Hinamatsuri" (The Doll Festival)
https://www.kagakueizo.org/create/yoneproduction/168/
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1977
Awards

First Japanese person wins the Body Painting category at the CIDESCO World Competition

Kimiko Oshiro won first prize for her piece "Asian Flower Spirit Bathed in Moonlight," with its strikingly vivid peonies painted on the model's skin. The work paired body painting techniques derived from traditional Japanese tattooing with makeup and hair that used traditional white theater paint.
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1978
Products/Advertising

Shiseido Hair&Makeup Artists participated in promoting Kenzo Takada's fashion show organized by Shiseido

The "Mellow World, Mellow Colors: KENZO 1978 Spring/Summer KENZO TAKADA Prêt-à-Porter Collection," a fashion show by world-renowned designer Kenzo Takada, toured six cities in Japan, including the Budokan in Tokyo.

The "Mellow Color" product promotions that tied in with this fashion show, along with the campaign jingle, permeated the streets and gained many new consumers for Shiseido.
In the promotions for the following autumn's show, "Kimi no Hitomi wa 10,000 Volts (Your Eyes are 10,000 Volts)," Kenzo Takada was in charge of costuming and Shiseido artists handled the hair and makeup, as they had when promoting "Mellow Color."
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1979
Beauty Information Development

Shiseido Hair&Makeup Artists participated in tie-in promotions for the movie "Lady Oscar"

Shiseido artists handled the hair and makeup for the spring promotion "Dramatic, Dramatic Spring in Red," linked to the release of the movie "Lady Oscar."
The commercial featured actress Katrina McCall as the model for the role of Oscar. It was inspired by the scene in which Oscar, a beautiful woman disguised as a man, takes off her military uniform just once to put on red lipstick, which makes her heart race. Masayoshi Otake was in charge of the makeup for the film's main scene.
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1979
Creation (Fashion Shows)

Shiseido began sponsoring Paris Fashion Week, participating as full-fledged makeup artists

In 1979, the year before we sold Shiseido products in France, we started cooperating with the Paris Fashion Show on makeup with the participation of Masayoshi Otake, Chioko Sakurai, and Kimiko Oshiro.
Brands: Castel Bajac, Yuki Torii, Kansai Yamamoto, etc.
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1980 - 1989
1981
Products/Advertising

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.

1983
Creation (Fashion Shows)

Began cooperating with hair and makeup for the Mainichi Fashion Grand Prix

September: The 1st Mainichi Fashion Grand Prix was held, and Shiseido sponsored the "Newcomer Award" and "Shiseido Encouragement Award."The General Beauty Institute (as it was called at the time), to which our hair and makeup artists belonged, received the "Planning Award" in recognition of our past cooperations with and assistance to designers, as well as our international activities in the field of hair and makeup.

Since that time, we have been in charge of the hair and makeup for many advertisements and awards ceremonies.

MAINICHI FASHION GRAND PRIX
https://macs.mainichi.co.jp/fashion/
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1984
Creation

The first beauty exhibition in Japan held by Shiseido Hair&Makeup Artists

The "5 Beauty Artists & the World of Beauty" exhibition held at The Ginza Art Space featured five artists (Masa Otake, Chioko Sakurai, Kimiko Oshiro, Yoshino Ito, and Sakae Tomikawa) who helped Shiseido to break free from conservative ideas about makeup and express greater freedom and creativity by working on our CFs, posters, and fashion shows around the world.
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1984
Creation

Photo book "Sayoko"

Shiseido artists handled hair and makeup for "Sayoko" (currently out of print), a collection of photographs by the photographer Noriaki Yokosuka.

Sakae Tomikawa was in charge of hair and makeup for "Sayoko" (Bunka Publishing Bureau), a collection featuring photographs of supermodel Sayoko Yamaguchi taken by Noriaki Yokosuka, a photographer who had worked on many Shiseido advertisements. *The book is currently out of print.
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1985
Creation (Fashion Shows)

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.

In the Japanese fashion industry, requests for Shiseido's technical cooperation in hair and makeup increased year by year, and since 1985, the Tokyo Collection has been organized and presented as the Tokyo Collection to this day. Information on fashion and hair/makeup trends collected at the Paris Fashion Week has been presented each season as "Seasonal Hair and Makeup" in the related departments since 1988. In the spring of 1993, a workshop-style "Beauty Trend Study" was launched to conduct research based on the information collected and was modified to function as a marketing plan.
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1986
Beauty Information Development

Began hair and makeup research for Hi-Vision

January: Joined the "Hi-Vision Study Group" promoted by Sony and NHK, and launched the "Shiseido Hi-Vision Project" led by Kimiko Oshiro in 1987.
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1986
SABFA

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.

April: The first semesters of the "Beauty Creator Course" (6 months) and the "Salon Makeup Course" (4 months) begin. The first principal is Yoshiharu Fukuhara.

SABFA
https://sabfa.shiseido.co.jp/
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1986
Our History

Inauguration of the Beauty Science Institute "Kitto Motto Hatto Day"

June: With the completion of the new Gotanda Building, Floors B1 to 4 of the building were used for the "Kitto, Motto, Hatto Day" event to announce the inauguration of the then Beauty Science Institute. Many members of the media, opinion leaders, and outside parties were invited to the event, which included a hair and makeup show featuring Masa Otake, Kimiko Oshiro, and Sakae Tomikawa, as well as a presentation of the facilities, research, and the opening of the SABFA school.
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1987
Creation

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.

1988
Beauty Information Development

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.

The "Seasonal Hair and Makeup" project was launched with Masa Otake and other members to propose one-and-a-half-year forecasts for makeup, hair, fashion, and color trends, which would serve as the basis for planning Shiseido's spring, summer, fall, and winter promotions.
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1988
Our History

Inauguration of "Atelier MASA," a hair and makeup creation group

February: Masa Otake, a leader in the field of beauty technology, takes the lead in establishing the group within the Beauty Science Institute (at the time), with the aim of getting a wide range of information and creating and disseminating it more freely, without being limited by corporate boundaries.
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1989
Creation

Held the 1st Hair Makeup Creation "SURBALANCE" exhibition

May: Held to improve the creativity and technical skills of each Shiseido artist, and at the same time publicize their excellence both inside and outside the company. The most outstanding works were nominated for the "Japan Hair Dressing Awards" every year @ Kodak Photo Salon (Tokyo and Osaka)

Past results since the first exhibition
1996 HAIR & MAKE-UP CREATION '96
1999 HAIR & MAKE-UP CREATION '99 "EDGE"
2000 HAIR & MAKE-UP CREATION 2000 "KALEIDOSCOPE"
2002 HAIR & MAKE-UP CREATION 2002 "Makeup Supremacy"
2002 HAIR & MAKE-UP CREATION LIVE 2002 "Makeup Paradise"
2004 HAIR & MAKE-UP CREATION 2004 "photo exhibition Beauty Spirit"
2005 HAIR & MAKE-UP CREATION 2005 "Enhance Beauty"
2007 HAIR & MAKE-UP CREATION "Sou, Sou, Sou"

Japan Hairdressing Awards
https://www.j-h-a.com/
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1989
Education and Human Resource Development

Began overseas assignment of Shiseido Hair& Makeup Artists

Midoriko Kato was assigned to Paris as the first hair and makeup artist stationed overseas. She worked extensively on local in-store activities, public relations, branding, color creation, and advertising photography, as well as hair and makeup for fashion shows.
Following Paris, hair and makeup artists started being sent to New York in 1998.

Paris:
June 1989- Midoriko Kato
May 1993- Noriko Okubo

New York:
May 98- Miyako Okamoto
October 2010- Setsuko Suzuki
April 2013- Rena Takeda
July 2016- Rena Takeda
January 2019- Tomomi Shibusawa
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1990 - 1999
1992
Beauty Information Development

Started researching and disseminating information on" Successful Makeup for People in Their 40s and Beyond."

April: Namiko Kobayashi led the research and development of a new makeup method for people in their 40s and 50s based on "shape" rather than "color," and produced a book entitled "Successful Hair & Makeup for People in Their 40s."
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1994
Creation (Fashion Shows)

Participated in the New York Fashion Week as a makeup artist for the first time

Yumiko Kamada and Miyako Okamoto participated in the New York Fashion Week shows (Todd Oldham, Ralph Lauren, Dana Karan, etc.) led by Kevyn Aucoin, the creator of Inoui.
Inoui's products, filled with professional attention to detail, were a big hit backstage and among the local artists.
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1994
Beauty Information Development

Began research on "The Role of Makeup in the Transition of Women's Beauty”

March: Midoriko Kato led a historical study on the evolution of women's hair and makeup from the Meiji Restoration to the present day. She also recreated the transition of makeup on Japanese women using a single model by following the image of beauty, trends, and public opinion through history, from external formative beauty to lifestyle and internal beauty, to show how standards of beauty have continued to change to reflect the times.
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1995
Beauty Information Development

Completed the theory of "Space Balancing Makeup"

February: The "Space Balancing Makeup" theory was developed by Mieko Ueda and other members.

By organizing the commonalities of techniques and know-how accumulated empirically by professional beauty technicians, Shiseido developed a makeup method that balances the blank space of the face.
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1995
Beauty Information Development

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.

The first patent for Shiseido soft research was granted. (Japan, USA, EPC, China, Korea, Taiwan) This theory has been the core of Shiseido beauty information and widely used to this day.
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1997
Beauty Information Development

Completed the theory of "Best Matching Hair"

May: "Best Matching Hair" was developed by Mieko Ueda and others as a theory to determine the balance between hairstyles and faces.
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2000 - 2009
2003
Beauty Information Development

Completion of "Golden Balance Theory"

"Golden Balance Theory" was researched and developed, which is not a theory for image production, but a basic concept for balancing each part of the face.

2003 : Golden Balance for the Eyes (Leader: Etsu Nishijima)
2004 : Golden Balance for the Mouth (Leader: Hiroko Yano)
2005 : Golden Balance for the Cheeks (Leader: Tamae Okano)
2005 : Golden Balance for the Eyebrows (Leader: Etsu Nishijima)
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2004
Creation (Fashion Shows)

Participated in the New York Fashion Week for the first time as a hair artist.

The team led by Hirofumi Kera participated in the NY Fashion Week for the first time as hair artists.
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2005-2008
Education and Human Resource Development

Formed "SATSS," a group of hair and makeup artists

Six Shiseido hair and makeup artists active on the front lines of beauty formed SATSS. The team was engaged in activities to provide customers with sophisticated hair and makeup trends and beauty information through information and techniques from the front lines of the fashion industry.

The members were rich in individuality, ranging from how-to make-up experts to edgy artists, and worked extensively on TV commercials and magazine shoots, as well as for fashion shows in Paris, New York, and Tokyo.

Members at the time of formation: Etsu Nishijima, Miyako Okamoto, Hiroshi Tanaka, Miki Terunuma, Hirofumi Kera, and Tadashi Harada (Hiroshi Tanaka was later replaced by Hironori Irie).
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2007
Beauty Information Development

Completed the theory of "Profile Final Zone"

July: Yumiko Kamada and her team developed a makeup theory that focuses on the "final zone," which is from the top of the eyebrows to the tip of the chin and from the high part of the cheekbones to the end of the face. The theory captures the skeletal structure to effectively bring out a three-dimensional effect and enhance the overall perfection of the makeup.
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2009
Education and Human Resource Development

Appoints two hair and makeup artists as the first "Shiseido Top Hair&Makeup Artists"

October: Miyako Okamoto and Etsu Nishijima, hair and makeup artists who have been practicing prominent activities including exposure in the mass media, became the first Shiseido Top Hair&Makeup Artists.

Shiseido Top Hair&Makeup Artist: This is a position that has been created for professionals who have mastered the art of beauty. By creating and globally communicating advanced beauty, they will work to enhance Shiseido's brand and corporate value.

SHISEIDO NEWS RELEASE(PDF)
https://corp.shiseido.com/jp/newsimg/archive/00000000001064/1064_c4w01_jp.pdf
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2009
Beauty Information Development

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.

2010 - 2019
2010
Creation (Fashion Shows)

Begins hair and makeup support for "Fashion Cantata from Kyoto".

May: Yumiko Kamada has been in charge of hair and makeup for both Japanese and Western collections since 2011 as a general supervisor, starting with cooperating on hair and makeup for Japanese kimono models.

For more than 10 years, Yumiko Kamada has been providing hair and make-up services for this innovative fashion event, whose concept is to promote the exchange and fusion of the refined and elegant Japanese traditional dress culture, which Kyoto is proud of, with the advanced Western dress culture and artistic culture and disseminate information from Kyoto to a wide range of people.

FASHION CANTATA from Kyoto
https://www.fashion-cantata.jp/
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2010
Beauty Information Development

Started appearing on "BeauTV VoCE," Japan's first program dedicated to beauty

Miyako Okamoto started to appear regularly in "Beauty Book" on "BeauTV VoCE" (TV Asahi) from November. She introduces makeup to suit your concerns in a segment that helps you achieve your desired self through makeup.

2017- Shiomi Mukai, Sachiko Hayashi
2023- Sachiko Hayashi, Taro Kobayashi
*As of November 2023

BeauTV VoCE
https://www.tv-asahi.co.jp/beautv/about/
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2012
Social Contribution Activities

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

After the Great East Japan Earthquake, two events were planned and held out of a desire to support the Tohoku region as it moves toward recovery.

January: The "Colorful Love Letters Exhibition by Shiseido Hair & Makeup Artists" was held in Sendai. The participating artists produced creative works that delivered joy and excitement, and held three related events. Overseas, the photo exhibition "Beautiful Japanese Smiles: The Power of Smiles" was held in October at the Japan Cultural Institute in Paris, France.

December: The "Balloons of Hope Exhibition" was held in Fukushima. In addition to exhibiting original posters created through collaboration between elementary school students living in Fukushima and Shiseido creators and hair/makeup artists, a variety of related events, including workshops for children, were held.

Thoughts behind the title: The "hopes" and "dreams" of children in Fukushima will expand like balloons and reach many around Japan.

SHISEIDO NEWS RELEASE(PDF)
https://corp.shiseido.com/jp/releimg/1950-j.pdf
https://corp.shiseido.com/jp/releimg/2084-j.pdf
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2012
Beauty Information Development

"Shiseido Foundation Brush 131" released for achieving the "Easy Professional Foundation Technique"

Since 2009, Miyako Okamoto and her team have been studying the differences in foundation application techniques between professional artists and general makeup users. As a result, the "Easy Professional Foundation Technique" was developed to achieve a smooth, flawless finish that does not look thickly applied, along with a natural, three-dimensional look. In addition, the Shiseido Foundation Brush 131 was released to easily achieve this finish and won the @cosme Best Cosmetics Grand Prize. It was later inducted into the Cosmetics Hall of Fame in 2014.

watashi+ by shiseido
https://www.shiseido.co.jp/sw/beautyinfo/DB008077/
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2013
Creation

Shiseido Ginza Bldg.
Hanatsubaki Hall Opening Program
Hair and makeup artists' works displayed at "Japan Original Beauty" exhibition

October: The opening program "Japan Original Beauty" was held at the Hanatsubaki Hall of the new Shiseido Ginza Building. The exhibition included Tadashi Harada's creative hair and makeup works for characters from "JoJo's Bizarre Adventure." Portraits of beautiful women taken by photographer Nobuyoshi Araki for his "My Flowering Manifesto" series of corporate advertisements serialized in Bungeishunju were also on display.

SHISEIDO NEWS RELEASE(PDF)
https://corp.shiseido.com/jp/newsimg/archive/00000000001574/1574_a4l54_jp.pdf
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2013
Creation

Merry Merry Makeup! Exhibition

October: 21 creative works featuring fun makeup looks created in collaboration with 7 hair and makeup artists and a Tokyo fashion event

Tadashi Harada x AGURI SAGIMORI
Yumiko Kamada x TARO HORIUCHI
Hirofumi Kera x Ne-net
Etsu Nishijima x SOMARTA
Miyako Okamoto x TOGA
Noriko Okubo x ANREALAGE
Setsuko Suzuki x DRESSCAMP

SHISEIDO NEWS RELEASE(PDF)
https://corp.shiseido.com/jp/newsimg/archive/00000000001600/1600_n0j65_jp.pdf
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2013
Creation

Sawako Yuri X Masato Kanazawa
"YuriKana Exhibition" by Majolica Majorca

November: In commemoration of the 10th anniversary of Majolica Majorca, a photo exhibition was held featuring the work of hair and makeup artist Sawako Yuri and photographer Masato Kanazawa, who developed the brand's unique beauty worldview. Based on the world of Majolica Majorca, 35 creative hair and makeup photographs were exhibited under the theme of "Kawaii" (cute). This was followed by the "YuriKana Exhibition II" in 2016.

SHISEIDO NEWS RELEASE(PDF)
https://corp.shiseido.com/jp/newsimg/archive/00000000001579/1579_i9t55_jp.pdf
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2014
Beauty Information Development

Evolution of Japanese makeup

December: The evolution of Japanese makeup recreated on a model

December: Based on the results of a 1994 study on "The Role of Makeup in the Transition of Women's Beauty," Setsuko Suzuki and her team updated the information by adding trends from the 2000s onward. Utilizing the results of years of research on makeup trends, the evolution of makeup from 1920, when Western makeup was generally adopted, to the present was explained along with the historical background.

The Transition of Japanese Women's Makeup
https://hma.shiseido.com/en/info/p20170110_5305/
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2015
Beauty Information Development

Official Shiseido Hair&Makeup Artists Instagram account started

February: Official Instagram account started to introduce the behind the scenes of collections and the work of Shiseido Hair&Makeup Artists

SHISEIDO HAIR&MAKEUP ARTIST Instagram
https://www.instagram.com/shiseido_hma/
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2015
Awards

Hair and makeup for "High School Girl?"

October: With the aim of conveying the "fun of makeup" to young people, Shiseido Hair&Makeup Artists participated in the production of a video showing the process of a boy being transformed into a high school girl by makeup in reverse playback. The short movie, which went viral after its release, won gold at the Cannes Lions, Clio, and ONESHOW, the world's three major advertising awards, and was highly acclaimed around the world.

SHISEIDO NEWS RELEASE
https://corp.shiseido.com/jp/news/detail.html?n=00000000001964"
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2016
Creation

PLAYLIST launched

September: New brand "PLAYLIST" launched, utilizing the experience and know-how of about 40 Shiseido Hair&Makeup Artists

Under the brand concept "Play Beauty," PLAYLIST aims to help people discover their own unique charms while having fun with makeup.

■Ideas from backstage
Based on the techniques, experiences, ideas and artistic sensibilities of Shiseido's hair and makeup artists who are constantly working on proposing new beauty ideas at fashion shows and photo shoots, PLAYLIST aims to help people create simple yet impressive makeup results with minimal items.

■Direct one-on-one communication with artists
By selecting a "look" on the brand website, customers are able to receive one-on-one personalized advice from the artist who created the look.

SHISEIDO NEWS RELEASE
https://corp.shiseido.com/jp/news/detail.html?n=00000000002018
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2016
Beauty Information Development

"Mama Project" launched

September: A project was launched by active artist moms to support "the enjoyment of motherhood" with beauty product recommendations to be shared with moms.

In 2018, with information based around the ages of children and life events, a LINE account was launched with Yukiko Saito as the leader of "Being Myself as a Mom," which gained more than 20,000 followers. In 2022, its name was changed to "Otona Beauty" to support the beauty of adults in their 40s and beyond.

rashiku OTONA beauty SHISEIDO Instagram
https://www.instagram.com/rashiku.otonabeauty/
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2018
Our History

After repeated reorganization, the center renamed the Shiseido Beauty Creation Center

2019
Creation

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

July: Hirofumi Kera's techniques and hair and makeup work cultivated through advertisements and fashion shows such as the Paris Fashion Week were displayed in collaboration with contemporary art and other fields. His works created in collaboration with artists in various fields, transcending preconceived notions of hair and makeup, were recognized in the first exhibition featuring a hair and makeup artist held at a public art museum in Japan.

The exhibition included works created for "LAS MENINAS RENACEN DE NOCHE" by Yasumasa Morimura in 2013 as well as works exhibited at the "Hirofumi Kera x Joichi Teshigahara Flowers - Let Me Bloom" exhibition in 2016 in collaboration with a flower arrangement artist and photographer. A new video installation "FACE" created in collaboration with fashion designer Mikio Sakabe and works created for various leading Japanese fashion brands were also exhibited.

SHISEIDO NEWS RELEASE
https://corp.shiseido.com/jp/news/detail.html?n=00000000002697
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2020 -
2020
Beauty Information Development

"Beauty Together" launched

April: "Beauty Together" content released for a limited time to promote the enjoyment of beauty at home

Amidst the self-restraint from going out to prevent the spread of Covid-19, Shiseido shared beauty information that customers could enjoy in the comfort of their own homes. Shiseido Hair&Makeup Artists shot videos by themselves at home, which were distributed daily on the official Instagram account of Shiseido Hair&Makeup Artists.
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2020
SABFA

SABFA moved to Harajuku

SABFA was moved from Shiodome to the 2nd floor of the "WITH HARAJUKU" complex, a one-minute walk from Harajuku Station, after its establishment in Gotanda in June. With state-of-the-art educational facilities and a photo studio, the school has evolved into a comprehensive academy for beauty that nurtures the next generation of hair and makeup artists challenging the creation and innovation of beauty. With the relocation, the curriculum has been renewed, and all courses are now offered once a week, making it possible for students to attend while working. In addition, a community of graduates, "SABFA LINK," was started, and in July, Hirofumi Kera became the 8th principal of the school.

SABFA
https://sabfa.shiseido.co.jp/
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2020
Beauty Information Development

"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

Based on the aesthetic sensibilities of hair and makeup artists and the research knowledge on facial features and expressions cultivated over many years at the Shiseido Global Innovation Center, the "Male Facial Map" was developed. On July 4, a YouTube channel was launched to provide easy-to-understand videos featuring hair and makeup artist Jun Nakamura talking about men's makeup techniques and other topics. Some of the research results for the facial map development were presented at the 15th Japan Society of Kansei Engineering Spring Conference in March 2020.

SHISEIDO NEWS RELEASE
https://corp.shiseido.com/jp/news/detail.html?n=00000000002932
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2020
Beauty Information Development

Hair and makeup suggestions for when wearing a face mask

June: Key points for "face mask" makeup proposed and explained by Yoshiko Jinguji

With the spread of the new coronavirus, the number of people wearing face masks has increased and become an everyday occurrence. Thus, we proposed ways that people can still enjoy makeup while wearing a face mask.

June 2020:
The balance between the bangs and eyebrows for face mask makeup
https://corp.shiseido.com/jp/news/detail.html?n=00000000002925

June 2020:
Summer makeup to be enjoyed with "color" and "texture" - "One extra item to get out of a rut" even when wearing a face mask
https://corp.shiseido.com/jp/news/detail.html?n=00000000002930

September 2020:
Creating a fair complexion with "warm makeup" recommended when wearing a face mask in autumn and winter
https://corp.shiseido.com/jp/news/detail.html?n=00000000002968

November 2020:
Which mask color to wear and makeup tips to enhance the skin and eyes based on the survey result that 80% of respondents want to know which mask color suits them
https://corp.shiseido.com/jp/news/detail.html?n=00000000003014
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2020
Beauty Information Development

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

TELL ME BEAUTY TIPS Instagram
https://www.instagram.com/tell.me_beauty_tips/
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2020
Creation

Tadashi Harada participated in "UNIQLO CREATOR COLLABORATION: The Art and Science of LifeWear from TOKYO"

June: UNIQLO opened one of Japan's largest global flagship stores "UNIQLO TOKYO" in Ginza, Tokyo, and held a collaborative exhibition with up-and-coming artists, designers, and stylists, as well as companies active in various fields in Tokyo and Japan. Tadashi Harada participated in the exhibition as one of the "up-and-coming artists," challenging the possibilities of expression with his vibrant, colorful paintings. *This exhibition has ended.

UNIQLO Press Release
https://www.uniqlo.com/jp/ja/contents/corp/press-release/2020/06/20060813_ginza.html
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2021
Beauty Information Development

Men's beauty content for men in their 40s and beyond under "DIAMENS" launched

"DIAMENS" is a men's beauty project that helps men achieve their "coolest look ever." DIAMENS is a coined word that combines the words "shining diamond" and "men." It started as an in-house project in which Tadashi Harada transformed male employees at Shiseido, but was then also shared on watashi+ to provide useful information to customers.

watashi+ by shiseido
https://www.shiseido.co.jp/sw/beautyinfo/diamenz/?rt_pr=trj68
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2021
Creation

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.

2021
Beauty Information Development

"Visual Styling for Biz," an app for men's self-styling techniques, launched

October: Teruaki Shinjo has developed content for men that they can easily utilize themselves by combining color, hair styling, makeup, and skin care tips. It is available via "Visual Styling for Biz," an app targeting businessmen to help them become their ideal self.

watashi+ by shiseido
https://www.shiseido.co.jp/cms/onlineshop/campaign/i/211021/?rt_pr=trj73
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2022
Social Contribution Activities

Joint development of "wig+" (medical wigs)

November: Shiseido, Japan Hair Donation & Charity (JHD&C), a non-profit organization, and Aderans Company Limited have jointly developed "wig+” for people with hair concerns. Yoshiko Jinguji shared her knowledge on wigs, cultivated through her past creation activities, and supervised the wig design. The wig's front part can be easily changed, the hairline and pattern look natural, and the use of heat-resistant artificial hair makes it easy to arrange.

SHISEIDO NEWS RELEASE
https://corp.shiseido.com/jp/news/detail.html?n=00000000003438
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2023
Beauty Information Development

"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.

November: "The Evolution of Makeup" content which has been shared on the Shiseido Hair&Makeup Artists' website since January 2017 has been compiled into a book. Miyako Okamoto, Joji Taniguchi, and Sachiko Hayashi provide easy-to-understand explanations of the changes in makeup over the past 100 years, from the 1920s, when Western makeup was widely adopted, to the present, when people adopt the trends that suit them. The book covers the trends and techniques that have influenced makeup along with the historical context. The information can be used as inspiration for daily makeup, as well as a reference for creative works.

amazon
https://amzn.to/3SgsMym
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