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  4. Shiseido Aid Initiatives in the Wake of the Great East Japan Earthquake, in 2011


Shiseido Aid Initiatives in the Wake of the Great East Japan Earthquake, in 2011

Relief money/donations

Immediately after the Great East Japan Earthquake, Shiseido Co. Ltd. decided to contribute 100 million yen in relief money and donated the money to Japan Platform.
Overseas Shiseido Group local affiliates are also making donations through the Red Cross in each country, and the total donation amount has reached approximately 3,700 million yen. Shiseido’s Group company in France promoted their own initiatives, such as employees at the factory choosing one day, working without pay, and donating the equivalent amount via the Red Cross, and employees in the office giving up 1 paid holiday and donating the equivalent amount via the Red Cross, etc.
When Shiseido raised relief money for the affected area with the “Hanatsubaki Fund”, which was established by Shiseido with the aim of supporting social contribution activities, with employees and former employees, approximately 8.2 million yen was collected. This entire amount was donated to the Japan Platform.

Support with goods

Immediately after the Great East Japan Earthquake, Shiseido provided approximately 30,000 “FRESSY Dry Shampoo”, which is water-less shampoo, and approximately 300,000 cleansing sheets/body sheets/antiperspirant, etc. as urgently needed daily commodities to task forces of Iwate Prefecture, Miyagi Prefecture, and Fukushima Prefecture as well as the police, the Self-Defense Forces, support NPOs, etc. After hearing compelling wishes of women, such as “I want to draw my eyebrows”, “I want to care for my skin”, etc., as time passed after the quake, Shiseido distributed 30,000 sets of cosmetics, such as softener, moisturizer, foundation, eyebrow pencils, body sheets, etc. to evacuation sites in Iwate, Miyagi, and Fukushima from the end of April to July.
In December, we distributed 12,000 sets of cosmetics, such as cleanser, softener, lipsticks, shampoo, rinse, hand cream, etc., to temporary housing in Iwate, Miyagi, and Fukushima with the hopes of giving as much support as possible for those spending the New Year’s holidays in temporary housing.

Visiting Temporary Housing Units One by One for Winter Skincare

Visiting Temporary Housing Units One by One for Winter Skincare

Amid a situation in which rehabilitation efforts are expected to take a long time, Shiseido provided cosmetics sets for people who are still forced to live in temporary housing in the three prefectures of Iwate, Miyagi and Fukushima so that they could celebrate the New Year with even just a little more hope and cheer. In addition to skincare and makeup items, the cosmetics sets also included other items such as hair care products, hand cream and lip cream, which are essential for the cold winter season. A total of approximately 180 employees visited houses one by one and handed out approximately 12,000 cosmetics sets. Residents who received these items were full of smiles and we received many words of appreciation such as, "We are so grateful for receiving heavy items like shampoo because shops are far away from temporary houses."

Beauty Support Activities

What can we do for affected people as a cosmetic company to life them up even a little? Based on such a feeling, we have carried out "Beauty support activities," which provide beauty services including massage, makeup and hand massage, not only to women but also to children and men since the earthquake disaster.

Visiting Shelters from Spring to Summer

Visiting Shelters from Spring to Summer

The Tohoku Branch of Shiseido Sales Co., Ltd. (Sendai, Miyagi prefecture) has developed Beauty Support Activities, in which Beauty Consultants provided skincare and cosmetic services in response to demand from shelter residents in the respective areas of Iwate, Miyagi and Fukushima. Hand massages were offered not only to women but also to men and children, plus facial massages were offered to women. Additionally, 30,000 cosmetics sets, including skin lotion and emulsion, were prepared and distributed together with leaflets summarizing how to use cosmetics and useful daily information for people taking shelter.359 HQ employees from Tokyo also participated in these activities for the total of 1,626 days. The activities were held 575 times in total by the end of July, and we offered our services to over 30,000 people.

Services for Wearing Usual Makeup at Assembly Halls

Services for Wearing Usual Makeup at Assembly Halls

The majority of people moved to temporary housing in line with the closure of shelters in autumn. Although many people wanted to receive skincare and massage services only from April to the summer season, there were more comments towards the winter season saying that they "want to wear their usual makeup." Therefore, 24 Beauty Consultants gathered from all over Japan from Hokkaido to Okinawa respectively and visited temporary housing twice in November and January. We applied makeup to 422 people in 14 temporary housing locations within Miyagi Prefecture on November 5 (Fri) and 6 (Sat) and 334 people in 13 temporary housing locations within Fukushima Prefecture on January 20 (Fri) and 21 (Sat). In temporary housing assembly halls, we offered individual makeup services from skincare to putting on lipstick as the final touch. We received many encouraging comments such as, "It feels like my life is back to normal" and "It made me feel positive," as well as heartwarming words such as, "Please come and visit us again."

Support for Local Media

Taking into consideration the importance of information in times of disaster and providing necessary information to people in disaster affected areas, Shiseido supports special disaster-related FM and community FM radio stations. We are providing various assistance such as skincare information and content production support in emergency situations. Additionally, Shiseido placed advertisements in local newspapers in the three prefectures in the Tohoku region (Iwate, Miyagi and Fukushima) in order to inform people in disaster affected areas about how to treat their skin and hair in emergency situations.

Radio Broadcasting

Shiseido supports special disaster-related FM and community FM radio stations to communicate disaster-related information in Iwate, Miyagi and Fukushima prefectures, thereby cooperating to produce content that local areas need.

Uta yo Todoke(Message and songs)

Uta yo Todoke

Japanese ballad music ( enka ) has deep ties with the Tohoku region. In response to many comments from local people such as " enka songs give me courage," Shiseido is producing and providing content that delivers enka singers' messages encouraging reconstruction as well as their representative songs.

Sachiko Kobayashi
  • Sachiko Kobayashi

My name is Sachiko Kobayashi.
I would like to express my deepest condolences to everyone affected by
the recent Great East Japan Earthquake.
In Niigata prefecture, which is my birthplace,
a large earthquake previously struck the area in 1964.
Additionally, three major earthquakes hit the prefecture,
including the Chuetsu Earthquake and the Chuetu Oki Earthquake,
and everyone in the Tohoku region helped us each time.
Many people came to voluntarily help affected people in Niigata prefecture in whatever way they could.
I will never forget such kindness.
I am actually personally visiting shelters,
which is something I really want to do simply out of gratitude.
I think that reconstruction will take a long time,
so I would like to give support continuously rather than just this one time.
Although there are still many aftershocks and the situation is tough,
my heart will always be with you.
It is not just me, but everyone.
I hope that you will be able to move forward one step at a time.
Let’s move forward and try our best.

Masao Sen
  • Masao Sen

My name is Masao Sen.
I would like to express my deepest condolences to everyone affected by the recent Great East Japan Earthquake.
Rikuzentakata, my hometown, was struck by the devastating disaster.
As a singer, however, I hope to do my best
by singing for everyone who faces tough circumstances.
I would be glad if my song reaches your hearts and restores your energy even a little.
Although I have been singing Kitaguni no Haru for many years,
I feel that this song regained a new breath.
I will make greater efforts to sing.
With everyone's cooperation, let's rebuild our new hometowns.

Kenji Ninuma
  • Kenji Ninuma

My name is Kenji Ninuma.
I would like to express my deepest condolences to everyone affected by the recent Great East Japan Earthquake.
My hometown is Ofunatoshi in Iwate prefecture.
Although the scenery of my hometown where I was born and grew up has changed,
I believe that the warm and affectionate feelings of people there will remain unchanged
no matter how much time goes by.
I pray from the bottom of my heart that everyone who suffered from the disaster will cooperate toward reconstruction and
reproduce new hometowns surely, steadily and without rushing.
I will also be part of this process.
Above all, I hope that you take care of yourselves,
especially under such circumstances.

Yukio Hashi
  • Yukio Hashi

My name is Yukio Hashi.
I would like to express my deepest condolences to everyone affected by the recent Great East Japan Earthquake.
In addition to local people,
everyone in Japan and the world was devastated by the current earthquake disaster.
Since that day, every day has been heartbreaking for me as I hear and watch the news of the truly devastating,
shocking state of things.
Although I am hoping that, with everyone's utmost efforts,
it may not be so long before reconstruction and recovery take hold,
I would like an opportunity to visit to do whatever I can.
I would like to create an opportunity to sing songs with the hope of making people relax as much as possible. Above all,
I hope that you will try to take care of your health.
I sincerely would like to do my best to move forward with you toward reconstruction.

Aki Yashiro
  • Aki Yashiro

I'm Aki Yashiro.
I would like to express my deepest condolences to everyone affected by the recent Great East Japan Earthquake.
I realize that the current earthquake disaster caused everyone a lot of suffering.
Nonetheless, because we face such tough situations,
I hope that we can all do our best without giving up under any circumstances
by emphasizing what men and women can do in their respective roles.
I will always support you.

Ichiro Toba
  • Ichiro Toba

Hello everyone. My name is Ichiro Toba. I hope you are all well.
The areas currently affected by the disaster were mainly port towns, in which those related to the fishing industry,
including fishermen, have suffered a great deal.
I sung my song to many people in the affected areas and they told me that they were encouraged by listening to my song. At the same time,
however, I have gained courage from everyone.
Now that I have become a singer after making the transition from being a fisherman,
I am sincerely glad that I continued singing over many years and am able to help you in this way.
I will continue to sing in the future as well.
I hope that you will remain patient and move on toward the future one step at a time without giving up.
Please take care and I wish you all the best.

Harumi Miyako
  • Harumi Miyako

Hello everyone. I am Harumi Miyako.
I have had the opportunity to sing in various places of Tohoku in front of many people. During this time, while I visited the disaster-affected areas,
I was in turn encouraged as everyone tapped on my shoulder and said, "Good luck." People also told me,
"I'm the same age as you" or "Come and visit us again, Harumi." I went home each time, promising everyone that we will meet again.
Now, I truly feel each individual's power of life.
I look forward to singing in front of everyone again in the future.
Together, let's move forward taking one thing at a time and make steady progress.

Mimi wo Sumashitene (Narrated picture books)

Mimi wo Sumashitene

Content for narrated picture books is being produced and provided for children to enjoy in moments of relaxation amid the uneasy situation in general.

  • "Chorus"
  • "Tegami"(letter)
  • "Mugibue"(wheat-straw whistle)
  • "Biwa"(loquat)
  • "Kamakiri"(mantis)
Ohanashi Pochiri
Introduced picture book title Five stories from Ohanashi Pochiri (Approximately 5 minutes/story)
(Written by Miyako Moriyama; Illustrated by Kazuhiko Toyota; Published by Komineshoten)
1) "Chorus" 2) "Tegami" 3) "Mugibue" 4) "Biwa" 5) "Kamakiri"
Reading Kie Nakai (actress)
Theme song "LOVE YOU LONG" by Mariko Hamada
Music TONE

Newspaper Advertisement

Shiseido has summarized the information about "skincare and hair care in disaster-affected areas," which is posted on its company website (Japanese only) (opens in new window.), and is providing this information to local regions in the form of a newspaper advertisement. The advertisement, with large, easy-to-read text (in Japanese only) and illustrations like those in picture books, is designed so that its most important parts can be easily trimmed and stored or put on a wall.

In our final advertisements, we expressed our appreciation for all the various lessons Shiseido has learned from everyone through beauty support activities, as well as conveyed the Company's intent to continuously promote activities in the Tohoku region by reaching out and connecting with people's lives and hearts.

Photo exhibition “Love letters full of color”

Shiseido held the photo exhibition “– For more colorful tomorrow - Love letters full of color by Shiseido hair and makeup artists” at Sendai Mediatheque (Sendai City, Miyagi Prefecture) for 5 days from January 13 (Fri) to 17 (Tue), 2012.
Shiseido Beauty Creation Research Center has been holding creative exhibitions, which are places of creation for the Center’s hair and makeup artists to offer joy, fun, and inspirations to people with free ideas and creativity, since 1989. In response to the artists’ desire to support the Tohoku area, which has been trying to reconstruct itself since the Great East Japan Earthquake on March 11, the Center held the 17th exhibition in Sendai as the first local exhibition.
The photo exhibition included 30 works by makeup artists with the hopes of “brighter tomorrow filled with colors and light in Tohoku”, the exhibit of 6 works “Tohoku Muses”, the models of which were women who have been affected by the quake and who promote support activities for affected people, photo shooting sessions with hair and makeup artists who are active with CM shooting, etc., beauty seminars and talk shows by Shiseido beauty top specialists, etc.
After the exhibition in Sendai, the Center held the said photo exhibition in Osaka Station City (Osaka City) in March and within JR Ueno Station and JR Shinagawa Station between June and July of 2012 with the cooperation of East Japan Railway Company. Overseas, the Center also held a photo exhibition “Beautiful Smiles of Japan – Power of Smiles” by editing some works, which had been exhibited before, at the “Maison de la Culture du Japon à Paris (The Japan Cultural Institute in Paris)” (Paris) in France from October 2 (Tue) to 20 (Sat), 2012.

Linking Up with a Sash. Support Activities of Shiseido Running Club

Oomagari Elementary School, which is located near the sea in Higashi-Matsushima in Miyagi Prefecture, was struck by the tsunami that hit the building at a height of 1.7 meters so that physical education classes could not be conducted for a while even after the debris was removed.
During this time, the Shiseido Running Club organized a jogging class, having received a letter that was sent to Shiseido from a teacher after the earthquake disaster. Athletes who had participated in the All-Japan Women's Corporate Ekiden Championship, which was held on the day before the event in Miyagi Prefecture, ran around the playground and worked up a sweat together with all of 359 school children, who were wearing pink gloves that were a gift from Shiseido.
In a program activity that enabled the children to get a sense of the actual running speed of athletes, some children were trying hard to follow them. Everyone was keen on passing a sash to the next person during the practice session. Many questions were also raised during the Q&A session such as, "How can I run faster?" and "Didn't you ever get tired of practicing?" The children raised their small pink hands all at once as an athlete asked a final question: "Raise your hands if you want to become an Ekiden athlete!"
On this day, laughing voices, cheering and applause were continuously heard from the school playground and smiling faces were everywhere, with everyone connected by a single sash.

Linking Up with a Sash. Support Activities of Shiseido Running Club
Linking Up with a Sash. Support Activities of Shiseido Running Club


Charity Event Support

During the three-day period from April 29 to May 1, Artist's Action for Japan - the Great East Japan Earthquake Charity Drawing Project was held at Word Shiseido (9th floor, Tokyo Ginza Shiseido Building). This project was launched by members, mainly young students who aspire to become artists or performers, as a means of supporting recovery from the Great East Japan Earthquake. Artists who applied to take part gathered during the event period, drew pictures on site and sold them at the venue. A total of 549 people visited over the course of three days and the proceeds of approximately ¥600,000 were donated to the disaster-affected areas via the Japanese Red Cross.

Students Volunteer Support

Students Volunteer Support

Shiseido is providing assistance to non-profit organizations promoting volunteer activities in disaster-affected areas. In line with the summer holiday period when student volunteers typically increase in number, we provided Anessa sunscreen products to three volunteer organizations carrying out activities on site. The Company also distributed long sleeve original T-shirts for volunteers to wear during activities, thereby supporting volunteer activities during the summer.

Extension of Social Studies Day

Shiseido has a human resources program in place called Social Studies Day. Under this program, employees in Japan are allowed to take up to three days per year to conduct social activities as normal work. In the wake of the earthquake disaster, the Company decided to extend the number of days for this program from the usual 3 days to up to 7 days, thereby supporting employees’ participation as volunteers in disaster-affected areas.

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