Past Special Exhibitions

Changing Skin Care Brands
Exhibition

1 December (Tue), 1998 to 28 February (Sun), 1999

Shiseido began in 1872 as a Western-style pharmacy, but in 1897, with the release of its “Eudermine” skin lotion, the company had formally launched itself into the cosmetics business. It soon followed up with skin care-oriented products like cold cream and “Hormoline,” and by the 1930s was selling itself as a total brand offering “Shiseido Style New Facial Treatment Products” for skin care based on Western beauty methods. Following World War Two, the company continued by launching numerous other brands, each oriented to meeting the needs of specific kinds of users. This exhibition showed how Shiseido has changed over the years from its founding to today, building on its original foundations in pharmaceuticals by first creating skin care products and later developing into the cosmetics business.

Whitening Makeup
& Summer Makeup

9 June (Tue) to 30 August (Sun), 1998

(Exhibition at the Materials Display Space in Shiseido Art House)

The history of Shiseido's face whitening makeup products begins in 1917. At this time when most people were still lightening their skin by applying whitening powder, Shiseido released its Hydrogen Peroxide Cucumber, a skin brightener that worked directly on the skin itself. This exhibition displayed these brightening products along with Shiseido's summertime makeup products, showing how both changed over time.