Shiseido Company, Limited (???????, Kabushiki-gaisha Shiseid?, Japanese: [?isee?do:]) is a Japanese multinational personal care company, that is a skin care, hair care, cosmetics and fragrance producer. It is one of the oldest cosmetics companies in the world. Founded in 1872, it celebrated its 140th anniversary in 2012. It is the largest cosmetic firm in Japan and the fifth largest cosmetics company in the world. Shiseido is only available at cosmetic counters at selected department stores or pharmacists. The company owns numerous brands and subsidiaries worldwide, in addition to its founding label. The company is headquartered in Tokyo, and trades on the Tokyo stock exchange, it is a chief competitor of SK-II.
Video Shiseido
Company History
Founding
Arinobu Fukuhara, former head pharmacist to the Japanese Imperial Navy, established the Shiseido Pharmacy in 1872. After a visit to the United States and Europe, Arinobu added a soda fountain to the store. This later grew into the Shiseido Parlour restaurant business, and eventually led to the introduction of ice cream in Japan. The name Shiseido can be translated as "praise the virtues of the earth which nurtures new life and brings forth significant values".
In 1917, Shiseido introduced Rainbow Face Powder. This was a face powder with seven colors in a period when white face powders were the norm in Japan. In 1923, the company began expanding its store-base; it now has approximately 25,000 outlets. A joint-stock company was formed in 1927.
Maps Shiseido
International expansion
In 1957, Shiseido began sales in Taiwan, closely followed by Singapore and Hong Kong. In 1962, Shiseido expanded to Hawaii; in 1965, it established Shiseido Cosmetics America. European sales began with Italy in 1968 and Oceania with New Zealand in 1971.
In 1985, Shiseido was the first company to produce sodium hyaluronate (hyaluronic acid/hyaluronan) from non-animal origin sources.
Finances and operations
In the first quarter of 2013, Shiseido made a profit of ¥2.66 billion (US$26.87 million) on sales of ¥162.36bn (US$1.64bn). On 15 July 2013, Shiseido announced it was opening a wholly owned subsidiary in India. On 20 February 2014, Shiseido agreed to sell its Carita and Decléor brands to L'Oréal for EUR227.5M (US$312.93M). This sale resulted in Shiseido showing profits despite running into losses.
In February 2016, Masahiko Uotani was replaced as the CEO.
Make-up
Shiseido produces a line of cosmetics simply called "The Makeup" that provide a full range of products including lip products, powder eye shadows, eye liner pencils, mascara, fluid and compact foundations, concealers, and powder blush. Their hydro powder eye shadows which have a creamy texture are among Allure magazine's top beauty picks.
Animal testing
In 2017, Shiseido's subsidiary company, NARS Cosmetics, announced it was going to start testing their products on animals. In defense of its decision, the company stated "We have decided to make NARS available in China because we feel it is important to bring our vision of beauty and artistry to fans in the region. Nars does not test on animals or ask others to do so on our behalf, except where required by law".
Notes
References
External links
- Shiseido Global (in English)
- Shiseido - brand and company profile at Fashion Model Directory
- Shiseido launch charity auction for Japan tsunami victims
Source of the article : Wikipedia
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