At Shiseido, we take a scientific approach to uncovering the power of beauty to enrich minds, spark joy, and bring happiness to life. This pursuit started in 1956 with the launch of Japan’s first makeup product designed to lessen the suffering of wartime burn victims, and we continue to explore ways to harness the power of beauty, such as the development of specialized cosmetics and application techniques to address the changes in a person’s appearance from discolorations and scars.
“Shiseido Life Quality Beauty” comprises all the activities that leverage the power of beauty for the well-being of people facing broad skin concerns and challenges, and concerted efforts with a variety of different support groups, medical institutions, and local governments are being made.
On World Cancer Day, February 4, 2021, LAVENDER RING published its first book entitled LAVENDER RING Photo Book: Smiles and Messages from 206 People Living with Cancer *. The featured poster portraits and interviews with 206 people living with cancer resonate with, inspire, and encourage readers, and not just people living with cancer, their families, and supporters. The photo book is available in bookstores, hospitals, and from other retailers.
The year 2022 was one of global expansion for LAVENDER RING MAKEUP & PHOTOS WITH SMILES. Shiseido held events in China and Taiwan in August, Singapore in October, and Thailand in December, and a total of 107 people living with cancer and 120 volunteers from our company and affiliates in four countries and regions joined in. The reception by the partnering of patient groups and medical institutions was very positive, and they hoped the event would be held regularly because it inspired courage and confidence in many participants.
In April 2023, we had the special exhibition of LAVENDER RING MAKEUP & PHOTOS WITH SMILES at the 31st General Assembly of the Japan Medical Congress. Held every four years since 1902, this esteemed assembly with its long history is Japan’s largest academic conference and exhibition on medical science. The academic conference was attended by more than 40,000 people over the assembly’s four days. We displayed extra-large posters of smiles on people living with cancer on both sides of the accessway at the Tokyo International Forum, where many attendees passed. We also set up a booth to provide information on the LAVENDER RING and Shiseido Life Quality Makeup activities, and colleagues from Shiseido Japan Beauty Strategy Department and Social Area Partners* from Shutoken Sales Department assisted 326 guests over the assembly’s four days.
In an effort to reach out to the AYA*1 generations, Shiseido cooperated in an open seminar at the Fourth Annual Convention of the AYA Oncology Alliance in March 2022. We presented and demonstrated beauty techniques for job interviews to people coping with changes in their appearance from cancer treatment. In the same month, a Shiseido hair and makeup artist*2 shared beauty techniques tailored to AYAs living with cancer at an event by ZINE Inc., the provider of an online cancer consultation service. The session was met with great enthusiasm and questions from the audience, which lasted well past the scheduled time, showing the increasing demand for appearance care among AYAs.
In July 2022, Shiseido Japan teamed up with UDCK Town Management, Mitsui Fudosan, and the National Cancer Center Hospital East (NCC Hospital East) to offer regular makeup workshops at Mitsui Garden Hotel Kashiwanoha Parkside*3 for people living with cancer. The goal of the workshop is to help alleviate stress and concerns over changes in appearance so that cancer patients can continue to live relatively normal lives during treatment.
In October 2022, following the collaborative initiatives with Hiroshima Prefecture, Shiseido Japan and Osaka Prefecture entered into the Collaboration Agreement for the Health Promotion of the Citizens of Osaka. Through this agreement, Shiseido is joining forces in initiatives to promote the well-being of residents, such as appearance care seminars and the distribution of the booklet "Appearance Care For Your Confidence and Comfort" at more medical institutions beyond designated cancer care hospitals.
Shiseido Japan will also be working on providing more beauty information and consultation services for the Perfect Cover series designed for deep skin concerns at select cosmetic stores in the greater Osaka region and the Web service platform, Omise+.
In November 2022, Shiseido collaborated with the NPO Japan Hair Donation & Charity (JHD&C) and Aderans Co., Ltd., to jointly develop a medical wig. The wig is available at the JHD&C SATELLITE SALON website and plans are in place to increase production. In order to develop a wig with quality and design at an accessible price for as many people as possible, Shiseido and Aderans provided the technical expertise at no charge.
In 2022, working with the “Asociación Española Contra el Cáncer of Spain”, a cancer patient support organization, we offered five online appearance care lessons to 62 people with cancer. In Italy, we provided makeup lessons in collaboration with “La Forza e il Sorriso”, also a cancer patient support organization, expanding social activities overseas.
In 2022*, Shiseido received the Gold Award for Shiseido Life Quality Makeup given in the category of Social Inclusion of the IAUD International Design Award program. The IAUD International Design Award program, hosted by the International Association for Universal Design, recognizes organizations and individuals actively engaged in realizing a universal design in society and helping people live more comfortably without undue inconvenience.
The award was given in recognition of our ongoing efforts based on inclusive thinking and design, including developing products together with people who have profound skin concerns, such as birthmarks, burn marks, scars, and changes in their appearance due to illness and treatments, and providing beauty information and free counseling services.
In 1995, Shiseido launched the Perfect Cover series designated for the Shiseido Life Quality Makeup, which applied photochromic technology to address blue discoloration (nevi of Ota), red discoloration (hemangiomas), and conspicuous dark spots. Later, the company reinforced the series to meet a wider range of deep skin concerns that included uneven skin textures, such as scars and vitiligo.
The series went through another renewal in March 2022 and now provides enhanced coverage for changes in appearance from the side effects of cancer treatment (such as dull complexion and pigmentation)*1 in even easier-to-use, safer formulations.*2 The flagship product, Perfect Cover Foundation MC offers a comprehensive coverage solution to concerns about uneven skin tones and surfaces. The results of the prelaunch product test*3 were overwhelmingly positive. 100％*4 of users found that the product gave excellent coverage of discoloration and adhered to the skin well; 96%*4 said it gave good coverage and a natural-looking finish simultaneously and that they want to continue using the product.
Japan is home to the oldest population in the world with its aging rate*1 now*2 at 29.1%. Japan’s Ministry of Health, Labour and Welfare issued guidelines to promote the healthy lifestyles of residents in local communities, and this inspired the creation of support structures for people with cancer and older people nationwide. Shiseido Japan supports this initiative by reinforcing partnerships with retail partners in different regions of Japan to enrich the social lives of older people. Together, we offer beauty workshops for older people designed to promote a healthy life expectancy. For instance, in Saitama, Shiseido Japan, local Community Comprehensive Support Centers, and Welcia Yakkyoku Co., Ltd., jointly sponsored 24 workshops for elderly people at 12 Wel-Café locations, the community spaces inside Welcia pharmacies.
Shiseido also developed the Beauty for Health program, which incorporates research findings from Shiseido’s cosmetic therapy*1 to help older people, and 481*2 CRC*3 member retailers have adopted the program. We are committed to providing access for local communities to improve well-being through skin care and makeup.
In the field of medicine, oral frailty*4 among older people has become more apparent as COVID-19 continues to affect our lives. Shiseido’s cosmetic therapy has shown that applying cosmetics also stimulates the salivary glands, improving oral function. In June 2022, the Kanagawa Dental Association invited a Shiseido cosmetic therapy researcher*5 to hold an online seminar on a new approach to oral frailty prevention using cosmetic therapy, and 103 association member dentists and clinic staff attended. In July and September of the same year, a beauty workshop to improve ADL*6 took place and a total of 38 dentists, dental assistants, and dental hygienists participated.