In 1906, when all face powders were white, Shiseido broke with convention and launched two brands of skin-toned face powder --- Kaede and Hana. From the late 1800's, Japanese aristocrats gradually increased their contacts with the growing foreign population in Tokyo at high society events such as balls at the Rokumeikan. At these events, the aristocrats adopted western style attire. Shiseido introduced skin-tone powders to meet the makeup needs of the new Japanese woman.

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