Attachment: Brand History: Shiseido
Not only has the excellent quality and efficacy, but also the world-famous cosmetics Shiseido, which is full of eye-catching charm on the packaging. In the eyes of consumers, Shiseido's advertising and packaging design is always perfectly combined with the beauty of women in the East and the West, and it has a great affinity.
Among the world-famous cosmetics families, there are only a few Asian brands, but Japan’s “Shiseido†can definitely hold a seat in it.
The founder of Shiseido was Fu Yuanxin. He studied overseas and later became the director of the Japanese Navy's Pharmaceutical Department. In 1872, Fukuhara established the first Western-style pharmacy in Ginza, Tokyo, and later named Shiseido. It is said that the name is derived from the "Yi Kun Yuan, the material source of all things" in the Chinese "Book of Changes," and it is intended to honor the thriving nature.
Shiseido, as a pharmaceutical and skin care cosmetic manufacturer, does not disregard its name. In 1888, it introduced Japan's first toothpaste, quickly replacing the toothpaste that people used at the time. In 1897, its first bottle of high-quality skin care and make-up water came out, which triggered a hundred years of make-up water. In 1915, Shiseido launched a hair conditioner that had "technology content" at the time. In 1916, it produced the first foundation that was close to skin color, rewriting the history of Japan’s white foundation that dominated the world for many years. In 1918, Shiseido developed a cream of excellent quality. In the same year, Shiseido began to manufacture branded perfumes, breaking the situation in which French perfumes monopolized the Japanese market.
In 1923, Shiseido began a chain operation and strengthened its self-image promotion. At this time, the business of Shiseido has been controlled by Fukuhara Shinzo, the son of Fukuhara. Fukuhara Shinzo established the Shiseido Design Department, which is responsible for the packaging and promotion of products, and uses camellia patterns as a unified logo for the company's products. In 1932, Shiseido launched a luxury series of skin care cosmetics, although the price is much higher than the average product, but its excellent quality and exquisite packaging, is still sought after by the strength of consumers. In 1937, Shiseido continued to expand its product chain and produced skin care products that treat acne and whitening effects.
In 1948, Shinzo Fukuhara passed away and his nephew Fukuhara Yoshiharu took over Shiseido. At this point, the Second World War has ended, and the Japanese economy has gradually taken a rest and rested on the right track. The trend of internationalization has become even more obvious. The favorable economic environment gave Fukuhara Yoshiharu more use, and he began to look to the international market. In 1957, Shiseido landed in Taiwan and soon made its way to Singapore and Hong Kong. In 1962, Shiseido's business was expanded to Hawaii, and three years later it took a firm foothold in the US home market. In 1968, Shiseido arrived in Europe's first station Italy, in 1971 New Zealand into Oceania, entered Thailand in 1972, entered Germany and France in 1980, and entered the United Kingdom in 1987. In the early 1980s, Shiseido assisted in the manufacture of a “Hua Zi†brand hair care product in Beijing, marking the landing of Asia’s largest cosmetics manufacturer in mainland China.
In addition to its superior quality and efficacy, Shiseido's eye-catching products are also characterized by its unique packaging. In 1980, Shiseido entered France, which is known as the cosmetics kingdom. At this critical moment, it invited Dior's French designer Celje Ludeng to serve as an international image supervisor. Ludeng is an aestheticist. His works are delicate and graceful, and he always exudes the magic power of ghosts. In the design of Shiseido's advertising, Lu Deng used the poetic style of classical luxury to create one after another female image that was false and true. In the eyes of consumers, Shiseido's advertising and packaging design is always perfectly combined with the beauty of women in the East and the West, and it has a great affinity. This not only established Shiseido's image and reputation in the international market, but also greatly promoted the brand's development in the international market.
Author: Liu Xin Source: Economic Information Daily