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8/26/2010
Shiseido Parlour Nurtures Next Generation with Food
In order to spread the wonders of food culture, Shiseido Parlour is promoting activities together with educational institutions ranging from elementary schools to universities, technical schools and special support schools. Initiatives include restaurant customer service training, table manner seminars and workplace visits at the Ginza main shop, factory tours at the Kasukabe confectionery factory and internships (approximately four per year).

For the first time, a Shiseido Parlour employee will conduct a special lesson at the Tokyo Metropolitan Katsushika School for the Deaf. Also, the Company will arrange a lecture on "food education" at the HATTORI Food Education Club as a corporate member seminar hosted by Hattori Nutrition College (President Yukio Hattori, Ph.D.).

[Special class at the Tokyo Metropolitan Katsushika School for the Deaf]
On June 30, Ms. Yu Hinata, a confectionery staff member at the Ginza main shop and the first graduate of the Tokyo Metropolitan Katsushika School for the Deaf, visited the school in response to a request for a "lecture regarding career options for graduates." Before 120 students, teachers and guardians, Ms. Hinata gave a presentation aided by Power Point to introduce Shiseido, give a job overview and convey a message to everyone. During the Q&A session, inquiries were raised about career options, employment and related topics. Questions from a student [students] scheduled for an internship [internships] at the Ginza main shop at the end of July in particular kept the speaker busy until the end of the session. It was great to see students take such an avid interest.

Also, on July 7, a special class was conducted during a special cooking workshop by confectionery staff member Mr. Kazuhiko Naeyama at the Ginza main shop for six students and four instructors. All of the students learned how to make a roll cake under Mr. Naeyama's careful guidance. Mr. Naeyama also demonstrated how to create roses and petals using original skills and techniques. Despite the impulse to eat their beautiful work immediately, they enjoyed eating the treats, which had to cool down, after class. The workshop was well received, with participants wanting to learn everything again.

[Lecture Meeting at the Corporate Member Seminar "HATTORI Food Education Club"]
On July 16, a lecture at the "HATTORI Food Education Club" corporate member seminar focused on food education activities at Shiseido Parlour.

The HATTORI Food Education Club promotes "food education," which expresses thoughts about food and human enrichment in addition to the three pillars of Japanese education that include intellectual training, moral education and physical education. The college focuses on safety of food and food materials plus dietary balance; learning correct table manners; and responses to food and environmental issues as the three pillars of food education. In support of such "food education," Shiseido Parlour members conducted a lecture for the occasion of the meeting.

President & CEO Atsushi Isoda of Shiseido Parlour Co., Ltd. started with a lecture touching on the Company's corporate overview, founding spirit and social activities of the Shiseido Group as well as the story behind the establishment of Shiseido Parlour and its corporate overview. Subsequently, the store manager of the Shiseido Parlour of Yokohama Takashimaya department store, Shinsuke Tomizawa, introduced food education activities including restaurant customer service training, table manner seminars and workplace visits by schools.

Shiseido Parlour will continue promoting initiatives to nurture the next generation through food.


Ms. Yu Hinata of the Ginza main shop's confectionery staff lectures on career options for graduates.


Mr. Kazuhiko Naeyama of the Ginza main shop's confectionery staff leads special cooking workshop.


President and CEO Atsushi Isoda of Shiseido Parlour Co., Ltd. (left); Dr. Yukio Hattori, President of Hattori Nutrition College (center); and the store manager of the Shiseido Parlour of Yokohama Takashimaya department store, Shinsuke Tomizawa (right)


7/29/2010
Camellia Fund Donation Presentation Ceremony Held for the Second Half of Fiscal 2009
The Shiseido Social Contribution Club - Camellia Fund is an employee organization designed to encourage social contribution activities. Group employees who share its goals make monthly contributions from their salaries at 100 yen per unit to social activity groups selected from the three standpoints of improving social issues surrounding women, improving quality of life (QOL) through cosmetics and natural environmental conservation. Administered by employees who either volunteer or are recommended by their peers, the steering committee members also help to collect donations from employees in the event of natural disasters.

On June 14, 2010, a donation presentation ceremony of the Camellia Fund was held at Shiseido's Head Office in Ginza, in which donations collected during the latter half of fiscal 2009 were presented to eight organizations. During the ceremony, in addition to expressing their appreciation, representatives of respective recipient organizations also provided information about the use of contributions and results of their activities in fiscal 2009.

The presentation ceremony enabled Shiseido employees to directly listen to various aspects of activities conducted by respective organizations, thus serving as a valuable opportunity to gain a sense of each activity as a more universal issue. Participating steering committee members noted, "I was moved by the serious situations in the world" and "I hope to do my best to increase participants of the fund as much as possible."

[Camellia Fund Support Recipients and Details of Support]
* Support recipients are determined annually at the steering committee lead by employee volunteers

  • United Nations Development Fund for Women (UNIFEM) (Japan National Committee for UNIFEM)
    - Employment support for the independence of women in Afghanistan
  • National Women's Shelter Network
    - Support for shelters to assist women suffering from domestic violence
  • Shiseido Social Welfare Foundation
    - Support for children at child welfare facilities
  • Japanese National Network of Xeroderma Pigmentosum (XP)
    - Support for children suffering from the incurable disease XP
  • World Wildlife Fund for Nature Japan (WWF Japan)
    - Support for environmental preservation related to logging of palm oil used as cosmetics raw material
  • United Nations High Commissioner for Refugees
    (Japan association for UNHCR)
    - Support for refugee women and children who are forced to live under harsh conditions in Bhutan
  • Save the Children Japan
    - Support for improving the health of mothers and children and the nutrition of children in rural areas in Myanmar
  • The Nature Conservation Society of Japan (NACS-J)
    - Support conservation for the sustainability of "nature and human life" and biological diversity in Japan

* Please refer to the following website for details of activities conducted by the support recipient organizations of the Camellia Fund.
http://www.shiseido.co.jp/e/csr/stakes/contribute08.htm


Presentation ceremony of donations collected during the second half of fiscal 2009 Presented by steering committee member Ms. Ito (left) to Ms. Kondo, Joint Representative of National Women's Shelter Network


Presentation ceremony of donations collected during the second half of fiscal 2009 Presented by steering committee member Mr. Kurokawa (left) to Mr. Maezawa of WWF Japan


7/29/2010
Shiseido Children's Seminar Conducted by Employee Instructors as Part of Social Contribution Activities
Shiseido is conducting the Shiseido Children's Seminar as part of its social contribution activities.

This seminar conveys the proper skincare regimen to children who are just entering their early adolescence when skin conditions change. Specifically, there are two types of lessons offered through this seminar. One lesson about "sunscreen" lets children know about the damage caused by UV rays and protection against UV rays while another lesson instructs on "proper facial cleansing" so that participants can know the importance of facial cleansing and learn the correct way of washing their face.

On June 5, a total of 12 Shiseido employee instructors visited No.4 Sunamachi Elementary School in Koto Ward and conducted lessons on sunscreen for 75 sixth graders and 77 fifth graders. Employees, who usually have fewer opportunities to directly come in contact with children in their daily work, learned methods for interacting with children as well as about sun protection beforehand. They consciously carried out their duties as instructors with friendly smiles and gestures. The kids were also keen to participate and observe, contributing to successful lessons.

At the end of the lessons, employee instructors were filled with a sense of satisfaction for being involved in the children's seminar. The positive response was evident in such comments as "It was quite stimulating to carry out this activity together with children" and "It was impressive that children openly and honestly communicated with us in a pure and sincere learning environment."

Being aware of the proper skincare regimen to "maintain clean skin" and "take care of skin" will enable children to properly respond on their own without panicking or becoming unnecessarily conscious of people's attention when pimples or rough skin occur, which in turn will help to nurture children's confidence. As a means of providing such opportunities, Shiseido will continue to promote its unique Shiseido Children's Seminar conducted by employees by visiting schools.


Shiseido Children's Seminar regarding sunscreen by employee instructor (No.4 Sunamachi Elementary School in Koto Ward, June 5, 2010)


12 participant employee instructors


7/29/2010
Presentation Ceremony Held for the Shiseido Female Researcher Science Grant
Based the current situation in which the proportion of female researchers in Japan is extremely small compared with respective foreign countries, Shiseido is implementing the Shiseido Female Researcher Science Grant with the aim of fostering the development of the next generation of female researchers taking leading roles.

Established in fiscal 2007, this grant supports research activities of female researchers, including no limits with regard to age and other non-relevant factors, in order to offer the grant to as many female researchers as possible. Research areas have been set in broad terms within the "natural sciences" field. Additionally, while there are limits on the use of ordinary research grants, the use of this grant extends beyond expenses for purchasing reagents and equipment and permits funds to be used for expenses such as employment fees of assistant researchers in order to support female researchers in continuing their research without being affected by life-stage responsibilities.

On June 9, a presentation ceremony for the 3rd Shiseido Female Researcher Science Grant was held at the Shiseido Research Center (Shin-Yokohama). A total of 168 proposal applications were submitted for the grant on this third occasion and 10 recipients were selected after a rigorous screening process carried out by internal and external judges.

The 3rd Shiseido Female Researcher Science Grant Recipients

Click here for details of grant recipients and research themes (PDF,30KB)

Along with grant recipients, external judges including Professor Sanae Ariga of Hokkaido University, Professor Emeritus Masako Sakaki of Tokai University, Ms. Kimiko Nabe of the National Agriculture and Food Research Organization National Food Research Institute also attended the ceremony. Vice President and Representative Director Kimie Iwata of Shiseido Company, Limited presented a memorial plaque to the 10 grant recipients.

We also received comments from recipients. One recipient noted, "I was close to giving up continuing research for various reasons, including childcare, nursing care and getting older, but I feel encouraged and supported by this grant to 'keep on trying'." Another recipient stated, "I currently teach at university and received a great response from female students as I explained about this grant. They were impressed saying 'I didn't know that Shiseido is a company carrying out initiatives to nurture female researchers,' and I realized the major impact. I hope that Shiseido will continue to promote such initiatives." Additionally, comments were received by the previous year's grant recipients, expressing that "We are extremely thankful for this system that allows us to use the grant in various fields. It has been very meaningful that this grant also enabled us to build a network among researchers in different fields."

Following the presentation ceremony, the 2nd Shiseido Female Researcher Science Grant recipients reported on achievements during the research period, and a Q&A session was actively carried out thereafter together with Shiseido research staff. Further, a roundtable discussion was conducted after the debriefing session, in which participants were able to actively exchange opinions regarding balancing work and personal life in addition to research-related discussions.

Shiseido will continue to support female researchers in Japan by providing opportunities for role models or for the small number of female researchers to gather and further take active roles.


Commemorative photo of 3rd Shiseido Female Researcher Science Grant recipients, judges and Shiseido executives


Debriefing session by 2nd grant recipients


6/28/2010
Shiseido Social Contribution Club - Camellia Fund Donated Money Collected from Employees to Support Disaster Reconstruction Efforts Following Haiti Earthquake, Chile Earthquake and Qinghai Earthquake
The Shiseido Social Contribution Club - Camellia Fund solicits contributions from employees throughout Japan, including Beauty Consultants who are carryong out activities at storefronts. Founded in 2005, The Shiseido Social Contribution Club - Camellia Fund is an employee organization designed to encourage social contribution, in which Shiseido Group employees who share its goals make a monthly contribution from their salaries. While it supports various social contribution activities, the organization also functions as the point of contact for soliciting donations from employees in the event of disasters. The Shiseido Social Contribution Club - Camellia Fund has up until now presented monetary donations for recovery efforts in affected areas during Hurricane Katrina in the United States and the Kashmir Earthquake in Pakistan in 2005, the Central Java Earthquake in Indonesia in 2006, the Niigataken Chuetsu-oki Earthquake in Japan in 2007, and Cyclone Nargis in Myanmar and the Great Sichuan Earthquake in China in 2008. This year, the entire amounts respectively collected from employees were donated to provide aid for the Haiti Earthquake, Chile Earthquake and Qinghai Earthquake.

With regard to monetary donations for the Qinghai Earthquake, a presentation ceremony was held at the Japanese Red Cross Society on May 27, in which General Manager Yasuko Takayama of the Corporate Social Responsibility Department attended on behalf of Shiseido Group employees and presented a contribution of ¥1,311,000. A representative of the Japanese Red Cross Society stated, "It takes many years for the affected areas to recover. We will ensure that the monetary donations received will be utilized for reconstruction support activities of the Red Cross Society of China (RCSC). The RCSC conducts a broad range of ongoing support activities, including the distribution of food and daily necessities to disaster victims, rescue and relief efforts by medical teams and response and recovery (lifeline) activities.

Additionally, a monetary donation of ¥2,357,000 for relief aid for the Chile Earthquake was previously made on April 22 and ¥2,833,500 to support relief efforts for the Haiti Earthquake was donated on March 17 to the non-profit organization (NPO) Japan Platform (JPF).

A JPF spokesperson stated, "Since the affected areas will be requiring support activities to aid recovery in local regions, we are extremely grateful for the current donations to continuously carry out support activities." These monetary donations will be used for various purposes including the distribution of daily necessities to disaster victims and rehabilitation of elderly care facilities and welfare facilities for persons with disabilities. At the same time, monetary donations for aiding the victims of the Haiti Earthquake will be utilized for certain relief activity expenses, including the distribution of food and daily necessities and shelter (tents).

◆For information regarding the implementation status of employees monetary donations, please see the following URL. http://www.shiseido.co.jp/e/csr/stakes/contribute09.htm

Shiseido would like to extend our deepest condolences to people who lost family and friends as well as convey our deepest sympathy to disaster victims and hopes for a swift recovery.

◆Qinghai Earthquake (Occurred on April 14)
Monetary donations: ¥1,311,000 (Donated by 2,622 persons)
Donation recipient: Japanese Red Cross Society


Presented at the Japanese Red Cross Society on May 27

◆Chile Earthquake (Occurred on February 27)
Monetary donations: ¥2,357,000 (Donated by 4,714 persons)
Donation recipient: NPO organization Japan Platform (JPF)
◆Haiti Earthquake (Occurred on January 13)
Employee monetary donations: ¥2,833,500 (Donated by 5,667 persons)
Donation recipient: NPO Japan Platform (JPF)


Presented at JPF office on April 22


6/28/2010
Shiseido Developing Distinctive Activities as a Co-sponsor of Expo 2010 Shanghai China
Shiseido is a co-sponsor of Expo 2010 Shanghai China, and prior to the Expo, the Company has been developing distinctive activities that can be realized because we are Shiseido in line with the Expo Shanghai theme of "Better City, Better Life."

● Activities via Cosmetics
◎ Activities at the Life & Sunshine Pavilion
On April 12, Shiseido China Co., Ltd. held the SHISEIDO LIFE QUALITY BEAUTY SEMINAR to conduct "makeup guidance suitable for uniforms worn in the pavilion" and "skincare sessions for creating a better complexion" for 51 staff in charge of operations of the Expo 2010 Shanghai China Life & Sunshine Pavilion, which has been set up centered on the theme of persons with disabilities. We received the following comments from a person in charge of the seminar and a participant.

[Comments from Person in Charge of Seminar]
All staff who participated the seminar are currently expected to wear makeup every day using Shiseido makeup styles during the Expo period. In addition to enabling participants to enjoy the seminar in the same manner as the usual seminars, makeup techniques were also conveyed to enable participants to wear makeup by themselves on a daily basis. The Life & Sunshine Pavilion is the first pavilion developed based on the concept of persons with disabilities in the 160-year history of the World Expo, and I was honored to hold a beauty seminar for the staff.

[Comments from Seminar Participant]
Normally, I haven't had the chance to learn about beauty care although I wanted to. I am happy that I was fortunate to have such an opportunity and became beautiful more than I could have ever imagined by serving as a volunteer member. I would like to properly wear cosmetics during the Expo period and welcome visitors from all around the world.

◎ Makeup Sessions for Japan Pavilion Attendants
Makeup sessions are consecutively being held from mid-April through to the end of August for 135 attendants and 126 Chinese student interns who will be supporting the operations of the Japan Pavilion. Various tips are provided, including basic makeup techniques using natural colors, how to select and match colors that give a good impression and basic knowledge on color coordination.

◎ Collaboration for the SHINMAI Creator's Project at the Japan Pavilion Event Stage
Shiseido is co-sponsoring the 2nd SHINMAI Creator's Project held by the Japan Fashion Week Organization in Japan. This project communicated from Japan to the world is aimed at cultivating young, talented designers. This fashion show will be reproduced on the event stage of the Japan Pavilion at the Expo venue. In this respect, Chinese designers have joined the previously selected designers of four brands and various shows and events will be held from July 2 to July 7.

● Activities through Beauty
◎ Shiseido Beauty Heritage Exhibition
Shiseido will hold the "Shiseido Beauty Heritage Exhibition," a corporate cultural exhibition, at the Shanghai Art Museum from June 30 through to July 23.
The exhibition will be comprised of eight zones to introduce Shiseido's corporate culture of pursuing beauty for 138 years. Approximately 1,000 items arranged and showcased for the occasion have been carefully selected from approximately 100,000 materials stored at the Shiseido Corporate Museum and Shiseido Art House from the perspective of "beautiful women." These items include posters, products, art and Miss Shiseido* photographs and small illustrations focused on images of beautiful women. There are deep connections between China and Shiseido since the time of its foundation, as evidenced by the origin of the Company's name Shiseido, which is derived from a classic Chinese text, the "Yi Jing" ("Book of Changes"). Along with Shiseido's gratitude to China for its company name, the cultural exhibition will be held at this time in order to convey Shiseido's intention of undertaking greater efforts as a company trusted and admired by customers in China.
* Miss Shiseido: Nine women initially debuted as Miss Shiseido in April 1934. They are the forerunners of Beauty Consultants who provide customers with beauty advice at storefronts.


SHISEIDO LIFE QUALITY BEAUTY SEMINAR venue


Main visual used for Shiseido Beauty Heritage Exhibition


6/28/2010
Shiseido Receives Honor as a "Company Responding to a Longevity Society" from JANCA
On May 17, Shiseido was nominated and awarded as a "CSR company responding to a longevity society" by the Japan NGO Council on Ageing (JANCA; Representatives: Keiko Higuchi, Tsutomu Hotta).

Established in 1998 by integrating organizations related to an aging Japanese society, JANCA is working in concert to respond to the aging of the population on a global level. As of 2009, 54 group members and 8 supporting member companies are promoting activities. Efforts include executing seminars, events and other programs jointly with governments and specialized agencies, in which implementation plans detailing activities are developed based on "opinion surveys" (N=1,500`2000 persons) conducted together with members of affiliated organizations.

The award received at this time was as a result of obtaining the largest number of votes in an opinion survey conducted in fiscal 2009 during which nominations were requested for a "company that responds to a longevity society."

On the day of the award presentation, Ms. Higuchi presented a certificate of merit to General Manager Yasuko Takayama of the Corporate Social Responsibility Department. At the same time, Shiseido was generously acknowledged. The Company was recognized for its CSR and business activities, which promote the independence of the elderly and having a purpose in life looking to the 21st century as embodied in such concepts advocated by the United Nations, as well as enabling all generations including elderly people achieve self-fulfillment. Specifically, utilizing beauty volunteers for the SHISEIDO LIFE QUALITY BEAUTY SEMINAR, in which retired employees find a new lease on life working and volunteering their efforts aimed at encouraging individuals including elderly persons with cognitive impairment to regain their independence and improve their quality of life (QOL) through cosmetics, was highly praised. In addition, the development of products and services based on the Shiseido Universal Design Guidelines and the fact that this concept was utilized for SHISEIDO ELIXIR PRIOR , one of the Company's representative skincare brands, were also highly regarded.

Under the beauty volunteer system that enables active participation in such seminars, retired Shiseido employees register to become volunteers, thereby taking part in the SHISEIDO LIFE QUALITY BEAUTY SEMINAR conducted at various facilities near their homes, including facilities for the elderly and facilities for persons with disabilities. In fiscal 2009, 403 persons registered for volunteer activities and participated in 2,247 seminars. Shiseido considers that promoting activities together with retired employees and current employees at such facilities realizes the major benefit of providing an opportunity to convey to younger employees the "spirit of omotenashi" and "beauty techniques" that have been accumulated over many years. In this respect, Shiseido is considering ways to further improve this system.


JANCA representative Keiko Higuchi presents a certificate of merit to General Manager Yasuko Takayama of the Corporate Social Responsibility Department.


Beauty volunteer conducting seminar activity


5/28/2010
Initiatives for Supporting Qinghai Earthquake Disaster
A 7.1-magnitude earthquake struck Qinghai Province in China on April 14 at 8:49 a.m., Japan time. It has been reported that the death toll has reached 2,183, with 84 persons missing and 12,135 injured as of April 22.

On April 15 the day after the earthquake occurred, Shiseido Company, Limited donated ¥5 million to the Chinese Embassy in Japan to be used for relief activities in aiding disaster victims. Additionally, a total of ¥3.92 million was donated from respective local subsidiaries in China, including ¥1.96 million from Shiseido China Co., Ltd. (Shanghai), ¥1.76 million from Shiseido Liyuan Cosmetics Co., Ltd. (Beijing), ¥130,000 from Shanghai Zotos Citic Cosmetics Co., Ltd. (Shanghai) and ¥70,000 from Shiseido China Research Center Co., Ltd.

Donations also are being solicited from employees via the Camellia Fund and respective local subsidiaries in China.

Shiseido Company, Limited has previously contributed to disaster support for Hurricane Katrina in the United States in September 2005 (¥11 million), the Kashmir Earthquake in Pakistan earthquake in October 2005 (¥2 million), the Central Java Earthquake in Indonesia in May 2006 (¥1 million) and the Great Sichuan Earthquake in China in May 2008 (¥10 million).

Shiseido would like to extend our deepest condolences to people who lost family and friends as well as convey our deepest sympathy to disaster victims and hopes for a swift recovery.


5/28/2010
Seminar and Volunteer Activities Held by XP Parent/Patient Association
The Camellia Fund is an organization led by Shiseido Group employees to support the activities of NPOs and NGOs via donations from their salaries.

On April 10, a general meeting of the XP Tsukushinbo Group, a parent/patient association of the Japanese National Network of Xeroderma Pigmentosum (XP), which is one of the organizations supported by the Camellia Fund, was held at Amity Maishima in Osaka. On this day, Shiseido employees participated as volunteers and a seminar was conducted for XP patients and their families regarding "how to use suncare cosmetics" by members in charge of the seminar from the Kinki Branch Office of Shiseido Sales Co., Ltd. and Area Sales Department of Shiseido Company, Limited.

Xeroderma Pigmentosum (XP) is a progressive disease that causes severe disorders to the skin and cranial nerves. Since individuals suffering from this disease have an extremely high probability of developing skin cancer when exposed to sunlight (ultraviolet rays), patients are forced to strictly avoid UV rays on a daily basis. Additionally, severe physical and mental overlapping disorders will occur as patients grow. XP is designated as an incurable disease.

The Japanese National Network of Xeroderma Pigmentosum (XP) promotes various activities with the aim of improving the quality of life (QOL) of children suffering from this devastating disease.

Shiseido initially held a seminar for XP patients and their families, for whom sun cream is an essential product, in 2007. Marking the fourth event, the seminar at this time was held in Osaka for 13 XP patients and their families. Participants were able to actually experience correct ways to apply and remove suncare cosmetics by using sunscreen and cleansing products along with addressing various daily concerns and receiving advice. Shiseido employees who participated in the volunteer activity played with and took care of children afflicted with XP while their guardians attended the general meeting.

[Comments from participating families]
Various favorable comments were received from participants, including: "It made a big difference that the seminar enabled us to actually take cosmetic items in our hands and try them rather than just listening. I was able to learn many things." "Since the staff slowly and carefully explained, I was able to thoroughly check the ways that I had previously applied cream on my own." "Although I apply sunscreen every day, I was applying it roughly because I'm so busy. I hope to carefully apply sunscreen from now on."

[Comments from employees who participated in volunteer activity]
I was extremely nervous and worried on the day of the seminar; however, seeing families' cheerful attitudes and children's smiling faces gave me energy and so I was able to put forth my best efforts and play with the children. I applied for this activity by thinking "perhaps even someone like me can help people" and now I am glad that I had the courage to participate. I would like to express my appreciation for such a valuable experience.

Additionally, current seminar activities were introduced in an article and on the website of The Mainichi Daily News (Osaka edition in Japanese).

In addition to supporting XP patients through monetary donations and suncare cosmetics* since fiscal 2000, Shiseido also began soliciting employee donations from fiscal 2005 as one of the organizations supported by the Camellia Fund, as well as carrying out other initiatives to assist all XP patients by organizing volunteer activities and seminars.

Note: Suncare cosmetics include Anessa, 2e, sunmedic and Avene. Shiseido is receiving cooperation from Maruho Co., Ltd. with regard to 2e, which is manufactured by Shiseido and sold by Maruho Co., Ltd.


"How to use sunscreen" seminar
Conducted by Ms. Teruko Haraguchi, Kinki Branch Office, Shiseido Sales Co., Ltd. (center)


Introducing method of applying and removing sunscreen cream by separating into small groups


4/21/2010
Publication of Cosmetic Therapy -The new aspect of empowering mind and body
"Putting on makeup enabled dementia patients to be more conscious of their appearance." "Makeup helps improve symptoms of depression." "Esthetic treatments alleviate symptoms of menopause." "Aromas reduce atopic eczema." "Becoming more positive by covering birth marks."

All sorts of cosmetic behavior such as putting on make up and taking care of skin not only have the effect of enhancing one's physical appearance but also soothing various anxieties that women encounter during their lives. This spring, through Nikkei Business Publications, Inc., Shiseido published a new book that introduces similar new types of powers possessed by cosmetic behavior. As a sequel to The Psychology of Cosmetic Behavior compiled and edited by Shiseido in 1993, the new publication compiles research on the psychology of cosmetic behavior during the subsequent 15 years. The publication introduces solutions for women's psychosomatic symptoms and skin problems based on psychophysiological research and data. In this publication, experts from Japan and overseas unlock approaches for using cosmetics to sooth the various concerns unique to women and give women a sense of pleasure and confidence.

The publication analyzes from multiple perspectives the methods that enable middle-aged and older women to age with vitality and beauty and features persons serving as observers who actually put these methods into practice. Through this publication, we hope to spur a new awareness about the powers of cosmetics among all women who take an interest in their physical and mental health. Such women include persons affiliated with the cosmetics and beauty industries, persons involved with social welfare and nursing care, and college students and researchers with an interest in beauty and cosmetics research.


Summary of Publication
Title of Publication:
Cosmetic Therapy-The new aspect of empowering mind and body
Publisher: Nikkei Business Publications, Inc.
Editing: Shiseido's Beauty Solution Development Center
Price: ¥1,600 plus tax


Approach directed toward person with vitiligo or birth marks (image photo)


Approach directed toward a senile dementia patient (image photo)