Challenging the Unconscious Biases and Prejudices That Limit Individual Beauty

As a cosmetics company that celebrates diversity in beauty, Shiseido launched a global project to dispel prejudices and stereotypes that impede people’s achievement of their desired beauty, that is, unconscious beauty biases (UBBs). This demonstrates our commitment to the achievement of a world where everyone can live their lives and celebrate each other’s beauty, regardless of gender, age, and nationality.

Launch Of an Interactive Website and the SEE, SAY, DO Program For Corporations/Organizations

Brand Shiseido, which markets to 88 countries and regions, pursues the Sustainable Development Goals (SDGs) through the Sustainable Beauty Actions project. As part of this initiative, the brand developed the SEE, SAY, DO project^* in September 2022, aiming of building a society where everyone can be who they want to be. A special website was unveiled allowing users to experience UBB. Shiseido also developed the SEE, SAY, DO program for Japanese corporations and organizations to help them discuss UBBs. The program has been well-received because it is eye-opening and informative to know even seemingly harmless, casual remarks can perpetuate UBBs.

SEE，SAY，DO.

Partnering with ARROWS Inc., a developer-operator of SENSEI Note, Japan’s largest online information exchange platform for teachers, Brand SHISEIDO developed free educational material as a program on unconscious beauty biases for middle school students and started to announce it to school teachers on March 2023. The program made for junior high school students who are learning about diversity perspectives can be used during a moral education class to teach about unconscious beauty biases and stereotypes that can interfere with people’s ability to stay true to themselves. It facilitates proactive thinking and discussions on how to be ‘yourself’ and feel alive and beautiful. The program was introduced in classrooms in April 2023, and about 10,000 students across Japan are expected to have completed it by March 2024.

Pre-enrollment class utilizing the program at Itabashi Kuritsu Itabashi Daisan Junior High School in Japan

*To shed light on UBBs around the world, before the project, an online, qualitative survey was conducted in ten countries (Australia, Brazil, China, France, Germany, Italy, Japan, Thailand, the United Arab Emirates, and the United States) and 5,000 personal experiences were collected.

Click here for the SEE, SAY, DO project website.

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