Universal design takes into consideration the environment of all consumers. This concept is a major theme for Shiseido, which aims to create products that can be used comfortably and with peace of mind by all our customers.
In 2017, Shiseido further developed the "Shiseido Universal Design Guidelines," which were compiled in 2005 based on specialized theories and laws on universal design. We established a basic policy to create attractive designs that prioritize safety, security, and ease of use. In 2017, we renewed the guidelines to make them more specific and easier to understand.
Currently, the departments involved in product development are sharing information on how our products will be used, in what kinds of situations, and by whom in accordance with the aforementioned guidelines in order to achieve specific designs for newly developed products.
A product’s design should be intuitive and simple. The amount used and how it is used should be clearly indicated, and the product should be easy to use until it is spent. We believe that the beauty of a product is that it can be used without stress by anyone who holds it in their hands, and that it also makes people feel excited when they use it.
The product’s packaging is designed to be easy to use, with a cap that is decorative but does not roll or slip easily. The push-type bottle that makes it easy to dispense the right amount. The cases of some of our products feature wrap-around packaging with easy-to-understand instructions, along with "before and after" pictures. You can learn how to correctly use the product right after you purchase it.
In 2018, PRIOR received the Gold Award at the IAUD International Design Awards, sponsored by the International Association for Universal Design.
The gold surface reflects light and is beautiful to the eye, giving the design a modest feel. At the same time, the fine unevenness delivers a sense of quality to the fingertips and a firm grip for easy use.
This is an easy-to-use cleanser that comes out as foam, removing makeup in one go. The packaging has been carefully researched to specifically cater to washing the face. It is designed to be easy to hold even when your hands are wet and to be stable in the bathroom.
The distinctive cap design, which represents the advanced contents, is also designed to provide stability to the tube, which is prone to collapse.
The rounded container represents the characteristics of the product, but the oval shape when viewed from above makes it easy to use and open the lid as it fits perfectly in the palm.
The soft indentations on the head and sides of the pump fit the finger, making the dispenser easy to press, both when held or when stationary. The bottle has an on/off function for the dispenser to make it more convenient to carry around.
Shiseido focuses on diversity and inclusion (D&I) in advertising and marketing as well.
We provide information that consumers need in a timely and appropriate manner. We clearly and accurately present and explain information that consumers need when selecting and using our products and services, preventing misunderstandings.
In accordance with the above, we will conduct inclusive advertising and marketing activities with consideration for those in socially vulnerable positions, paying more careful attention to the advertising and marketing of products for children and ensuring customers can more easily understand the contents of advertising and marketing.
As for claims about the effects and efficacy of cosmetics in product labeling, advertising and marketing, we place importance on fair and accurate indications. It is provided in our internal regulations that false and/or misleading advertising (i.e., expressing differently from reality or exaggeratingly) is prohibited as stipulated in laws and regulations around the world, and our claims should be based on proven scientific date and within the range stipulated in laws and regulations. We also reject exaggeration in communicating our environmental and social initiatives to avoid misleading customers.
In order to secure accessibility for people in various situations, we began broadcasting TV commercials with subtitles in 2018. We have expanded the service incrementally, and today subtitles are available in all our TV commercials.
If customers want to contact the Shiseido Group within Japan, not only are phones, e-mails and chat messages available, but sign language is also available. (A “telephone relay service” in which interpreters connect those who can hear with those who cannot is available.)
In 2023, we have started D&I training targeting marketers in Japan to educate them on appropriate expressions and responses in advertising and marketing.