This poster is representative of the flowing, elegant curvatures of Art Nouveau, which set the tone for much of Shiseido's design.
Elements of Art Deco were added to the Art Nouveau influences to create Shiseido's modern design aesthetic.
Shiseido was always conscious of the West. Posters like this one displayed in shops played an important role in establishing the company's distinct image throughout Japan.
This nighttime snow scene with a woman wearing a luxurious coat is a good example of the posters Shiseido distributed monthly to present a sense of season.
In this rare scene, a woman dressed in Western clothing influenced by the distinctive curvatures of late 19th century Art Nouveau is standing with another dressed in traditional Japanese clothing. Do we detect a rivalry of style and beauty?
This poster is by Maeda Mitsugu, the designer who helped integrate arabesque patterning into the Shiseido look. Though a typical Art Deco design, it was groundbreaking for its innovative disruption of the usual balance of vertical and horizontal lines.
This innovative poster highlighted the elements of lip coloring and rouge by placing them against a monotone background. The artist's depiction of white lines on a black background and the woman's gestures express a distinctly chic, modern beauty aesthetic.
Images of women like this one were often the work of Yamana Ayao, a Shiseido designer noted for his explorations of feminine beauty through the medium of illustration.
This poster is from the period around the 1930s when Shiseido's chain stores began using display windows. The Shiseido designers from this period were successful in creating images of feminine beauty that anticipated the changing times, and contributed greatly to bolstering the Shiseido image.
The use of color in this poster was unusual for designer Yamana Ayao. This innovative design combined the dignified profile of the woman's profile with interlocking three-color pastels to imbue the image with an arabesque dynamism.
This poster integrates the arabesque patterning distinct to the Shiseido design style with delicately drawn lines to create a female image that is lithe and light.
This poster is from Shiseido's first campaign-style promotion, for “Candy Tone,” which embraced the trend at that time of naming fashionable colors after foods. This campaign was instrumental in helping to fill out Shiseido's line of makeup products.
The beautifully suntanned skin and unwavering gaze of model Maeda Bibari in this bold pose made a major impact at the time, so much so that this poster was often carried off from the shops displaying it.
This poster features an animal rare at the time in the supporting role. The product on display, “MG5,” was named for the phrase “modern gentleman,” and has long remained popular among men's cosmetics.
Singer-songwriter Ogura Kei's “Wavering Gaze” used in this commercial became a major hit, making this advertisement a herald of future advertisements using image songs in television commercials. Here the fifteen year-old Shingyoji Kimie successfully models the beauty of feminine ambiguity and the complexly wavering female heart.
The extreme closeup of a single eye gives this image great power to stir the imagination. The model's bobbed hair, almond-shaped eyes, and illusory gaze offer a sense of Asian, Japanese beauty.
In this late illustration by Yamana Ayao, the artist continues his exploration of arabesque motifs to create an ultimate fusion of these swirling patterns with feminine beauty. This image expresses an eternal feminine beauty marked by refined elegance and flowing over with graceful dignity.
The first dual-type foundation, usable wet or dry, was a major hit when it was released. The song used in the television commercial advertising it was also quite popular, and it was in that connection that this poster featuring Ono Yuki also became well known.
The title of this poster, Ms. Nippon, highlighted the use of the honorific “Ms.” for its marriage status neutrality. Included in the underlying message was a sense of support for the attractive, energetic women from the baby boomer generation.
The backlighting of the products in this photo brings them a sense of floating lightness and transparency, and their beauty is reinforced by a collage-style arrangement. The astringent image speaks to a masculine presence and a sense of inner worlds revealing itself from stillness.
This poster of Imai Miki with her mouth open in a wide, lively smile was probably the first of its kind ever made in Japan, an image very clearly expressing a vivacious, lively female vigor in no uncertain terms.
This poster was designed to highlight the traditional “fair complexion” Japanese beauty concept. The model's translucent skin and black hair offer a marked contrast, augmented by the impression made by her clear, cool eyes gazing off into space.
This poster had a similar impact to the one from forty-two years earlier showing Maeda Bibari. Here model Ebihara shows a bit of uncharacteristic wildness, the blue ocean and sky stretching out endlessly behind her.