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Empowering People through the Power of Beauty

Shiseido Life Quality Makeup: Supporting People with Serious Skin Concerns

Online appearance care consultation

Online appearance care consultation

  1. *1:China, Japan, Singapore, Taiwan (as of December 2021).
  2. *2:Japanese title:「目もとの上手なエイジング―眼瞼下垂から非手術的美容医療、エイジング世代のメイクアップまで―」.
  3. *3:Established in December 2015, the organization is under the guidance of the National Health Commission and an affiliated association of The Ministry of Civil Affairs.
  4. *4:Champions of Good was launched in 2017 under the Company of Good in Singapore.

The Designated Products for Shiseido Life Quality Makeup: Perfect Cover

  1. *1:Perfect Cover Foundation MC.
  2. *2:All products in the new Perfect Cover series.
  3. *3:A study conducted by Shiseido on 24 consumers who have skin concerns (uneven skin tones and/or surfaces) over 2 weeks (February-March 2021).
  4. *4:The total percentage of users who answered “I agree” and “I somewhat agree”.
Shiseido Life Quality Makeup for serious skin concerns

Shiseido Life Quality Makeup for serious skin concerns

Renewed Perfect Cover products (launched in 2022)

Renewed Perfect Cover products (launched in 2022)

Supporting People Living with Cancer

Appearance Care for Your Confidence and Comfort

Appearance Care for Your Confidence and Comfort

  1. *1:A public interest incorporated foundation.
  2. *2:Social Beauty Care Advisor is our name for certified hairstylists at the Shiseido Beauty Salon who have completed our original educational curriculum and passed the certification exam.
On the set of an appearance care video with the Japan Cancer Society

On the set of an appearance care video with the Japan Cancer Society

Online appearance care lesson in partnership with the Asociación Española Contra el Cáncer

Online appearance care lesson in partnership with the Asociación Española Contra el Cáncer

LAVENDER RING: Supporting People with Cancer to Live with a Smile

Since 2017, we have participated in LAVENDER RING, a multilateral project in Japan to support people with cancer. As part of the project, we lead MAKEUP & PHOTOS WITH SMILES, which uses the power of beauty and photography to empower the social and professional lives of people with cancer.

For the second year in a row, LAVENDER RING was hosted online in August 2021. 14 employees volunteered to provide personal makeup lessons to 57 cancer survivors nationwide. The event also included a panel discussion on hair donation as a way to help cope with changes in hair during and after treatments, and how it creates bonds within society.

In September of the same year, eight pediatric cancer survivors joined a MAKEUP & PHOTOS WITH SMILES event for children with cancer. In recognition of these efforts, we received a Mécénat Award for Excellence in November 2021 from the Association for Corporate Support of the Arts, a public interest incorporated association in Japan.

On February 4, 2021 — World Cancer Day — LAVENDER RING released its first book, LAVENDER RING Photo Book: Smiles and Messages from 206 People Living with Cancer*. Featuring portraits and interviews with 206 cancer survivors, the book was published by Hearst Fujingaho Co., Ltd., and is available at hospitals and bookstores. The inspirational stories resonate with every reader.

  1. * Japanese title:「自分らしく、を生きていく。~がんとともに生きる206人の笑顔と想い~」.
Mécénat Award for Excellence

Mécénat Award for Excellence

Participants of the online MAKEUP & PHOTOS WITH SMILES activity

Participants of the online MAKEUP & PHOTOS WITH SMILES activity

LAVENDER RING Photo Book (Hearst Fujingaho Co., Ltd.)

LAVENDER RING Photo Book (Hearst Fujingaho Co., Ltd.)

Collaborating with Retail Partners to Build Support Networks in Local Communities

  1. *1:Shiseido’s cosmetic therapy uses skincare and makeup application techniques to help improve and maintain mental and physical health, quality of life and healthy life expectancy.
  2. *2:CRC: National Federation of Cosmetic Retail Cooperative.
Designated private room at the Sugi Pharmacy Fushimi branch

Designated private room at the Sugi Pharmacy Fushimi branch

Designated private room at the Sugi Pharmacy Fushimi branch

Designated private room at the Sugi Pharmacy Fushimi branch

Supporting Older People

Online Shiseido Beauty Seminar (Shirako, Chiba, Japan)

Online Shiseido Beauty Seminar (Shirako, Chiba, Japan)

  1. *1:In-store conversational workshops to introduce the connection between beauty care and health, and share at-home beauty care tips (172 held as of December 2021).
  2. *2:In consideration of COVID-19 and related lifestyle changes, participants can choose from four short workshops (about 30 minutes each). Can be held in-person or online.
  3. *3:In 2022, the name Shiseido Beauty Therapist will be changed to Shiseido Social Area Partner.
  4. *4:Seminars in which Shiseido employees visit older people and provide information on skincare, makeup, and hand care self-application techniques.

Supporting People with Disabilities

In the 1980s, we began developing educational materials to assist consumers with vision impairments or low vision. This included beauty manuals in Braille, Braille stickers for products, and Braille dosage stickers.

Our cosmetics advice website, Shiseido Listener’s Café uses text-to-speech (TTS) software. It provides various information, including a basic introduction to cosmetics usage. The website also features an audio-based periodical on seasonal beauty information, called Fashionable Moment (Oshare-na Hitotoki).

In 2019, we developed Shiseido Guide Makeup for people with visual impairments. However, as the method requires participants to touch their skin, we refrained from activities due to the risk of COVID-19. In response, we identified the unique needs of people with visual impairments during the pandemic, and developed online seminars focused on the self-application of skincare. In cooperation with various organizations, Shiseido Beauty Therapists led the small group seminars throughout 2021, closely observing participants and communicating each movement in detail.

Shiseido Guide Makeup

Shiseido Guide Makeup

  1. *A general incorporated association.

Supporting Children in Foster Care

Our children are the future, and at Shiseido, we are committed to building a society where every child can thrive and not a single one is left behind.

The Shiseido Social Welfare Foundation* is engaged in a diverse range of activities in support of children living in social care. Since 2005, to promote self-reliance among such children, the foundation has organized seminars focused on grooming, etiquette, and other skills. Developed and run in collaboration with Shiseido Japan Co., Ltd., AOKI Inc., Recruit Co., Ltd., and other organizations, these seminars aim to help prospective high school graduates prepare for further education or a career to live independently. The foundation also offers scholarships for higher education, and training programs and educational magazines for staff at child welfare facilities.

  1. *A public interest incorporated foundation.
Online grooming lessons

Online grooming lessons

 

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