In our serial article SHISEIDO MUSEUM, we introduce the “Beauty” story behind the advertisement creations Shiseido has delivered in every epoch. We hope they convey our message of hope toward the future.

　In “21st Century Vision,” announced in 1996, Shiseido declared its intention of focusing its corporate activities on “helping people of all generations achieve Successful Aging (aging beautifully and healthfully)” to gain worldwide customer approval worthy of a Top Global Company.
　And in 1997, the following year, the company launched Acteaheart, a major brand embodying the concept of Successful Aging for mature women.
　The year 1997 was the 125th anniversary of Shiseido’s founding and the centennial of its cosmetic business as marked by the launch of the Eudermine Lotion, the first of its kind with a Western apothecary formulation.
　The tagline in the photograph, a 1998 magazine ad for Acteaheart, says, “We think more beautiful fifty-somethings will change Japan.” This could be described as an attempt to propose, through advertising, the new value of Successful Aging to the general public.
　Since then, Shiseido has been meeting diverse needs through the development of cosmetics and cutting-edge technologies while continuing its founding Monozukuri legacy. The company’s founding spirit of innovation, of giving birth to new value and bringing about major changes in society, still lives on today.

Text: Toshiyuki Marumo (Shiseido Corporate Museum)