In the early Showa period, there were not yet many women who were active in society. SHISEIDO was a pioneer in recruiting female staff.
At the time, when Japanese women began to opt for Western clothing instead of kimonos, Miss SHISEIDO communicated the most up-to-date beauty regimens through easily understandable skits called "Modern Beauty Theatre." After the skit, each person in the audience was treated to a consultation on how to choose beauty products to suit their skin type and preferences, and was given a prescription for beauty. This was the start of our activities in which we walk hand in hand with women who desire to be beautiful.
In the post-war era, women began to shine again. In a certain year, there were close to 1,300 women who applied for the Miss SHISEIDO position, but only 15 were accepted. Even more than before the war, Miss SHISEIDO was a much admired and sought-after occupation, and there was a renewed focus on supporting the healthful lifestyles of women. What continued on unbroken during the war was the desire and activities to make customers beautiful, and the "Spirit of OMOTENASHI."
We asked Ms. Noriko Shibue, who belonged to the 9th graduating class of Miss SHISEIDO, about the education and activities which took place at the time.
Once into the period of high economic growth, women's lifestyles underwent a great change. Miss SHISEIDO, whose main activity was PR, were integrated with the sales staff to expand their field of activity, and their name was changed to "Beauty staff." With the increase in customers, willing to visit our counters in department stores and specialty stores, the need for beauty staff grew rapidly nationwide. SHISEIDO, wishing to put customers first above all in the spirit of OMOTENASHI, trained the beauty staff rigorously.
As women became more active members of the workforce and gained more freedom of choice in life, they became more conscious of acquiring beauty that more truly reflects their personalities. To address this shift, a decision was made to use the name SHISEIDO Beauty Consultants (BCs) throughout the world to once again remind of and express their mission of "helping each and every customer achieve their own beauty."
The name change to Personal Beauty Partners (PBPs) in 2022 was initiated to express the fact that they are partners in working together to create the beauty that each customer pursues. To provide beauty experiences that match the changes and needs of the new lifestyle and environment of customers, PBPs are expanding their activities into online counseling, information provision by social media, and telephone counseling, in addition to the conventional in-person service in the stores.
The Guiding Star to Female Beauty: Miss SHISEIDO
This is an essay by Madoka Yamasaki which was carried in SHISEIDO's corporate culture magazine, "Hanatsubaki."
It shows how the presence of Miss SHISEIDO was an object of admiration for women at the time.
Written by: Madoka YamasakiWriter. Versed in all aspects of culture, including books, movies, and music.
Particularly unrivaled in the selection and introduction of young women's culture.
Writes many columns and articles for women's magazines and other publications.
