In 1917, Shiseido launched face powders in seven colors. Although the western attire adopted by aristocracy required tinted face powders, the average woman still had the notion that face powder should be white. Undaunted Shiseido, introduced seven shades --- white, yellow, flesh, rose, peony, green, and purple --- to match western attire and also give the average woman still in kimono a chance to make a fashion statement and choose shades to enhance her natural skin tone. Both original and adventurous the product was popular with fashionable women of the time.

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