Changing Skin Care Brands
1 December (Tue), 1998 to 28 February (Sun), 1999
Shiseido began in 1872 as a Western-style pharmacy, but in 1897, with the release of its “Eudermine” skin lotion, the company had formally launched itself into the cosmetics business. It soon followed up with skin care-oriented products like cold cream and “Hormoline,” and by the 1930s was selling itself as a total brand offering “Shiseido Style New Facial Treatment Products” for skin care based on Western beauty methods. Following World War Two, the company continued by launching numerous other brands, each oriented to meeting the needs of specific kinds of users. This exhibition showed how Shiseido has changed over the years from its founding to today, building on its original foundations in pharmaceuticals by first creating skin care products and later developing into the cosmetics business.