Shiseido Hanatsubaki, Geppo and Graph magazine archives document rich history of Japanese cosmetic advertising and graphic design

Written by: William on November 25, 2014 at 11:04 am | In CULTURE | No Comments

Shiseido’s Hanatsubaki digital archive is a fascinating glimpse back into Japan’s cosmetics advertising past.

Drawing on the graphic design and ads featured over the years in Hanatsubaki, Shiseido’s consumer magazine founded in 1937, and its previous publications Shiseido Geppo (started in 1924) and Shiseido Graph (1933), the archive is a veritable treasure trove.

Shiseido has just added some new Shiseido Geppo (Shiseido Monthly) images from the December 1930 issue, giving us an excuse to indulge in selections from its previous archives. The changing style of the design obviously reflects the progress of both the social and publishing scene.

Shiseido Geppo, 1924

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Geppo, July 1930

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Geppo, December 1930

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Graph, June 1935

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Graph, 1936 Issue 31

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Graph, 1937 Issue 45

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Graph, 1937 Issue 49

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar 1950s 1960s 1940s 1930s

Shiseido Hanatsubaki, January 1940

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Shiseido Hanatsubaki, March 1952

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar 1950's 1960's 1940's 1930s

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar 1950's 1960's 1940's 1930s

Shiseido Hanatsubaki, July 1953

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar 1950's 1960's 1940's 1930s

Shiseido Hanatsubaki, April 1960

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar 1950s 1960s 1940s 1930s

Shiseido Hanatsubaki, June 1962

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

shiseido hanatsubaki geppo graph newspaper magazine graphic design retro japanese cosmetic make-up advertising showa era pre-war postwar

Hanatsubaki, Shiseido’s “corporate culture magazine”, still continues today. Its name is derived from the Japanese camellia flower and which of course Shiseido has also created a whole line of Tsubaki hair products.

See more images at the Shiseido Hanatsubaki digital archive.

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Fashion Face Pack by Kansai Yamamoto is an amazingly original face pack, inspired by Kabuki

Written by: Japan Trends on September 18, 2014 at 11:00 am | In PRODUCT INNOVATION | No Comments

Japan has its fair share of wacky but fascinating beauty gadgets. There are also lots of inventive cosme items too. For example, we’ve already had the Cats Face Pack, the Kabuki Face Pack, and the Animal Face Pack.

All these face packs were created by Isshin do Honpo and designed based on genuine characters.

Now comes the Fashion Face Pack by Kansai Yamamoto, which features two face packs recreating actual make-up used by the eponymous veteran designer in a London fashion show.

fashion face pack kansai yamamoto japanese make-up kabuki kumadori

These were in turn inspired by Kabuki kumadori make-up, so this is very much a mixture of avant-garde art from both the past and present.

fashion face pack kansai yamamoto japanese make-up kabuki kumadori

Isshin do Honpo calls the series the “Japanese Face” brand.

JAPANESE FACE is a cosmetic face pack brand that introduces uniquely Japanese faces to the world.

With illustrated sheet masks and carefully selected moisturizing lotions, consumers have fun wearing the masks and then enjoy the benefits of beautiful skin afterwards.

It is a new kind of Japanese souvenir that introduces the great Japanese culture to people around the world and here in Japan, as well.

fashion face pack kansai yamamoto japanese make-up kabuki kumadori

The Fashion Face Pack by Kansai Yamamoto is available worldwide from JapanTrendShop. It officially goes on sale in select stores in Japan on September 21st, which is actually the same day that Japan’s first ever fashion show was held at Mitsukoshi in 1927.

We can’t wait to see what Japanese Face is next! Tengu, perhaps?

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Cosplay beautiful mask? For charity? Yes, it’s the Animal Face Pack!

Written by: Japan Trends on June 17, 2014 at 9:14 am | In LIFESTYLE, PRODUCT INNOVATION | No Comments

Japanese people like to dress up. Various commentators like to point to social phenomenon like cosplay (literally, “costume play”) as examples of how people seek escape in role-playing and dressing-up. This can be seen in all walks of life, from the sex industry to the unfortunate folk roped into dressing up as mascots at sports games, malls and almost any major public event across the land.

And so when we saw the Animal Face Pack, we weren’t in the least bit surprised. A face pack that turns you into a tiger? Why of course!

animal face pack beauty mask ueno zoo charity japan tiger panda

These are not just costume pieces and you won’t find them in Don Quijote. They are genuine face packs and we don’t wish to lessen their quality by drawing an analogy to cosplay, though it is tempting to ponder how much influence cosplay has on the Japanese cosmetics industry..

The Animal Face Pack has been created by Isshin Do Honpo, who previously brought the world the Kabuki Face Pack, the mask that improves your skin and turns you into a performer on the traditional Japanese stage.

animal face pack beauty mask ueno zoo charity japan tiger panda

The Animal Face Pack is similar, a brilliant and visually-arrested concept that takes a face pack, makes it more interesting and in the process turns you into an animal. The creatures in question here are a panda and tiger (it’s a set of two). But this hasn’t been done by halves, the makers have gone to Ueno Zoo, Japan’s most famous zoological garden, and found two popular residents to base their face packs on.

animal face pack beauty mask ueno zoo charity japan tiger panda

The results then are replicas of the faces of actual Ueno Zoo animals, Sumatran tiger Kunde and giant pandas Ri Ri and Shin Shin. But again, it’s not just a gimmick — the face packs contain water, glycerine, BG hyaluronan, hydrolysis collagen, water-soluble collagen, and vitamin C — and the intention is sincere, since part of sales are being donated to the animals’ upkeep at Ueno and also to protecting pandas and tigers in the wild.

Charity. Cosplay. And cosmetics. You can’t argue with that combination!

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Shiseido SK-II Pitera-rium Dock beauty counselor bus tours Japan telling women the future of their skin

Written by: William on June 5, 2014 at 11:56 am | In LIFESTYLE | No Comments

Have you spotted this red bus?

Shiseido is currently running a big SK-II Bihada Pitera-rium Dock campaign where women can see their “future skin” in 20 minute counceling sessions. A special pop-up store bus is now touring Japan for women to go and get predictions of their skin at special Pitera-rium events. It launched in January at Roppongi’s Midtown, and there are also similar services being offered at Shiseido branches and counters at department stores nationwide.

shiseido sk-ii pitera-rium dock beauty counselor bus magic ring bihada skin analysis haruka ayase campaign

It starts with a photograph being taken of your cheek using a large red round machine called a “Magic Ring”. This is then analyzed as a map of five elements, the results of which are printed out into a carte for women to take home and study.

The campaign is fronted by Shiseido regular actress Haruka Ayase and is a campaign for its SK-II Facial Treatment Essence. Here is Haruka demonstrating how to use the “Magic Ring” measuring device.

shiseido sk-ii pitera-rium dock beauty counselor bus magic ring bihada skin analysis haruka ayase campaign

Here is the bus around Tokyo.

shiseido sk-ii pitera-rium dock beauty counselor bus magic ring bihada skin analysis haruka ayase campaign

It’s actually an old American school bus that has been re-decorated red for the campaign.

shiseido sk-ii pitera-rium dock beauty counselor bus magic ring bihada skin analysis haruka ayase campaign

This is what the inside of the bus looks like.

shiseido sk-ii pitera-rium dock beauty counselor bus magic ring bihada skin analysis haruka ayase campaign

Japanese department store beauty counters and cosmetic brand flagship stores have long offered free beauty counseling services with use of sophisticated skin analysis devices. The idea is that the brands are not just flogging make-up to you; they are looking after your beauty and offering customized cosmetic experiences. This SK-II campaign is using the special “Magic Ring” device developed for Shiseido, which they claim is the most sophisticated in the world.

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Monomane Make-Up: Zawachin and “impersonation cosmetics” makes copying culture in Japanese fashion

Written by: William on May 16, 2014 at 10:35 am | In LIFESTYLE | No Comments

Do you remember in the 1990′s when everyone wanted to have Jennifer Aniston’s “The Rachel” haircut? Well, right now in Japan girls are also trying to copy a look. Nothing new in that, except this “copying” itself has become the trend.

It is called monomane meiku, literally “imitation make-up”, and involves the use of both cosmetics, hair styles and strategic face masks to turn yourself into popular models or celebrities.

TV personality Zawachin (21), aka Kaori Ozawa, started things off by posting pictures on her official blog where she impersonated famous people’s look, especially former AKB48 idol Tomomi Itano. She attracted such a following that a talk event in late April attracted 300 women, many of whom were wearing her signature face mask and make-up.

zawachin monemane blog

Japan is an imitation culture. The idea of mane is ingrained, from cosplay (dressing up as characters, typically from anime or manga) to fake food samples in restaurants and the way Japan has long imported, assimilated and then reproduced (with changes) foreign ideas and objects, from weapons to cooking.

Combine this with a strong native idol culture, where on top of “idols” like AKB48, models, actresses and singers also attract a following for being talented or attractive, but also for representing a certain kind of look that female fans want to acquire. This means that fashion models regularly release books and get thousands of hits on their blogs where they post pictures of their look that day (along with their lunch).

zawachin monomane make-up cosmetic itano tomomi kyary pamyu pamyu

Zawachin can transform herself into actress Keiko Kitagawa, singer Kyary Pamyu Pamyu, figure skater Mao Asada, model Miranda Kerr (who is very popular in Japan), and more. Her book “Zawachin Make Magic”, released in January and in which she gives tips on cosmetics, has sold 120,000 copies. Her blog, in which goes into detail about the transformation process, has at times attracted over 1 million hits a day.

zawachin monomane make-up copy impersonate namie amuro miranda kerr

Zawachin has a repertoire of 60 people, including even male pop idol group Arashi. She says that “monomane meiku is different to ‘monomane‘ (impersonation) since anyone can do it”. With the right techniques and know-how, apparently you can become a star.

zawachin monemane make-up arashi

According to the Nikkei Marketing Journal, Zawachin is inspiring people as young as five years old to get in on the trend.

So next time you see someone on the streets of Tokyo who looks like a famous singer or actress, think twice before asking for their autograph. It might just be Zawachin or one of her many disciples.

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Sailor Moon turns 20 with cosmetics by CreerBeaute

Written by: Japan Trends on September 25, 2013 at 8:31 pm | In CULTURE | No Comments

Today Bandai continued its commemoration of 20 years since Sailor Moon’s first TV broadcast with an interactive publicity event featuring the range of cosmetics released earlier this year by CreerBeaute to celebrate the anime series.

The third in the series of cosmetics products was being promoted by five ladies dressed up like Sailor Moon characters, to a specially invited audience selected by lottery from over 3,000 applicants.

bandai sailor moon creer beaute cosmetics

Sailor Moon will likely need no introduction for JapanTrends readers. The iconic anime series not only was integral in spreading the general popularity of Japanese anime overseas for the generation now in their twenties — especially girls — but also cemented a lot of the funky images we have about Japanese schoolgirls in anime. (The magical girls’ clothes in the series are modeled on “sailor”-style girls’ school uniforms.) The anime was first broadcast in 1992, adapted from the original manga by Naoko Takeuchi.

This event took place at Spiral in Aoyama and showcased the latest in the Sailor Moon cosmetics, set to be released simultaneously in Japan and also Hong Kong, Taiwan and Singapore where the franchise is popular.

bandai sailor moon creer beaute cosmetics

The new products are Miracle Romance Star Power Prism, a series of three types of eyeliner in five colors inspired by “Moon Prism Power, Make Up!”, the phrase the main character, Usagi Tsukino, uses when she transforms herself.

Visitors could also get their photo taken with the Tuxedo Mask, one of the characters from the series, and also get a closer look at the make-up products a day before they went on sale.

bandai sailor moon creer beaute cosmetics

This isn’t the first time that the Creer Beaute has collaborated with anime to create new cosmetic products and brands. Past inspirations include Urusei Yatsura, Creamy Mami, Evangelion and The Rose of Versailles.

[Images source]

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Cosmetics brand shu uemura collaborates with artist Takashi Murakami for Christmas Collection

Written by: Mina on September 4, 2013 at 9:49 pm | In CULTURE, PRODUCT INNOVATION | No Comments

This coming winter, Japan’s iconic cosmetic brand, shu uemura, will celebrate the thirtieth anniversary of its beauty boutique in Omotesando in central Tokyo with the Christmas collection “Six Heart Princess by takashi murakami for shu.”

cosmetics_christmas

On August 29th, the brand had its first opportunity to present the collection in public at Shibuya Hikarie.

costume_makeup

In collaboration with contemporary artist Takashi Murakami, this collection of nineteen cosmetic items is themed around “transformation,” featuring pink and black as the two primary colors that represent the duality of women. Six Heart Princess (6HP) is Murakami’s animation work which was first introduced at his exhibition in France, “Murakami Versailles,” back in 2010.

takashi_murakami_princess

For this collaborative project with shu uemura, Murakami created a new character, Black Princess, and made a special version of the anime in the promotion of various cosmetic items which will all help women “transform” into beauties — or anything that they wish to become. The collection features a wide variety of cosmetics (priced from ¥1,470 to ¥27,300), ranging from single items such as eyelash extensions, gel pencil eyeliners, UV under base mousse, cleansing oil, to more convenient sets such as Palette Kit, Brush Set and Makeup Box.

cosmetic_items

At the event, a live makeup show was performed on stage. Another highlight was a dancing performance of Tempura Kidz, most famous as Kyary Pamyu Pamyu‘s backup dancers, complete with original mascot characters for the project.

shu_uemura_makeup_session

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Murakami has previously collaborated with Louis Vuitton and Marc Jacobs, while shu uemura has previously hired the artistic talents of film director Wong Kar-wai and photographer Mika Ninagawa.

[Images source]

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Shiseido opens beauty salon for kids

Written by: William on June 24, 2013 at 10:32 am | In LIFESTYLE | No Comments

Having conquered the female market, Shiseido is next targetting younger consumers.

It has created a beauty salon for kids since the children of today are the customers of the ftuture. The salon will foster cosmetic experiences for kids so they get used to and grow to respect and admire beauty consultants (and Shiseido) from an early age.

The beauty salon will open at the theme park KidZania Koshien in Hyogo from next month, and then KidZania Tokyo in October.

shiseido kidzania beauty salon children kids

It’s not the first time Shiseido has turned its powerful eyes towards juvenile consumers with pocket money (or at least, with future salaries) to burn. It previously ran interactive seminars for kids to learn about beauty treatments and how make-up is made, as well as online portals introducing the brand and how to be “beautiful”.

shiseido kidzania beauty salon children kids

At the beauty salon, beauticians will be on hand to teach kids how to make themselves more attractive and take care of their skin. There will also be “make-up camp” to try out cosmetics, and a nail care experience. Each “course” is limited to three or four participants each and lasts around fifteen minutes.

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Smell your best with EVANGELION 2WAY fragrance mist

Written by: Maite on April 24, 2013 at 2:35 pm | In PRODUCT INNOVATION | No Comments

The popular anime franchise Evangelion is well know for creating all kind of Evangelion-themed products. To promote the DVD and Blu-Ray release of the latest movie Evangelion: 3.0 You Can (Not) Redo on April 24th, another collaboration campaign started one month ago.

EVANGELION 2WAY fragrance mist 0

On March 25th the cosmetics brand Creer Beaute released a new line of three special scented sprays which are based on three main characters Ayanami Rei, Ikari Shinji and Asuka Langley. The EVANGELION 2WAY fragrance mist for men is said to make them irresistible to the ladies.

The perfume comes in a stylish 110ml bottle for ¥1,280. Even if you are not a fan of Evangelion this amazing product is worth a try.

Each scent has three elements, a “top”, “middle” and “last”.

EVANGELION 2WAY fragrance mist 1

TYPE-R (fragrance of the aqua citrus) is the fragrance reflecting the image of Ayanami Rei, erasing her her sadness and painfulness by this refreshing perfume
The top: grapefruit, raspberry, coconut
A middle: jasmine, a ylang-ylang, rose and oceanaut
The last: musk, vanilla

EVANGELION 2WAY fragrance mist 2

TYPE-01 (fragrance of the fresh musk) is a spicy fragrance inspired by Ikari Shinji
The top: bergamot, lemon, green
A middle: nutmeg, spice of the paper, lilac
The last: woody, umber, musk

TYPE-A (fragrance of the red citrus) is the fragrance of Asuka Langley. Just like her character the perfume fuses passion and sweetness
The top: orange, lychee, apple
A middle: rose, jasmine, cyclamen
The last: musk, umber

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