Shiseido : Commemorates 70 Years of Shiseido Life Quality Makeup

About this update from Shiseido Company,limited

Shiseido Company, Limited (hereinafter referred to as "Shiseido") continues to advance Shiseido Life Quality Makeup, a social initiative that leverages the power of beauty to support people with deep skin concerns. Established in 1956, the initiative marks its 70th anniversary this year. To commemorate this milestone, Shiseido will launch "70 years JOURNEY," a dedicated special website within the Shiseido Life Quality Makeup website on February 4, World Cancer Day. The 70th-anniversary communication concept is "Uncover Your Heart." For many people, covering visible concerns with makeup can be one way to feel more at ease in their daily lives. This message reflects Shiseido's belief that makeup can help people uncover their hearts, enabling a sense of emotional freedom. The special website will feature video content symbolizing this emotional "uncovering," along with key milestones and reflections that trace the significance of Shiseido Life Quality Makeup's journey over the past seven decades. Through this initiative, Shiseido has developed Perfect Cover products and cultivated beauty expertise tailored to people with deep skin concerns, including birthmarks, vitiligo, burn marks, scars, and visible changes caused by illness or treatment. Complimentary consultation services are also offered at dedicated facilities. Today, Shiseido Life Quality Makeup is active across five countries and regions: Japan, China, Singapore, Taiwan, and France. In 2026, through this initiative, Shiseido will further strengthen awareness-raising efforts around World Vitiligo Day and appearance care related to cancer treatment. Shiseido remains firmly committed to helping build a more inclusive society where everyone can live as their authentic self.

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