Transcending 150 Years to Amaze the World: A Brand That Has Become a Legend

Having celebrated its 150th anniversary last year, SHISEIDO, the winner of the "Myth & History" category award, is more than just a brand with a profound history—it has become a legend in its own right. Reaching heights that no other can match through world-class development technology and overwhelming sensitivity, it perfectly embodies the principle that "traditional brands are the most innovative." Currently, SHISEIDO operates in 88 countries and regions worldwide. A major highlight in the first half of 2024 is the evolution of its anti-aging line, "Vital Perfection." With Anne Hathaway as its global ambassador, the message "Potential Has No Age" has resonated deeply. This new frontier of whitening and anti-aging care, which enhances circulation and draws out the skin's potential, is a point of Japanese pride. The skincare routine follows a "Beauty Circulation 3-Step" approach to achieve vibrant, radiant skin: Eudermine, the brand's first cosmetic product reborn with cutting-edge functions; Ultimune, which focuses on skin immunity; and Essential Energy, which appeals to the senses. In base makeup, a highly moisturizing primer has debuted alongside the serum foundation. The legend of this pioneer, which continues to fulfill unknown dreams, lives on.