Shiseido has announced the launch of the “Shiseido-Ginza Future Planning” Project in Ginza—the place of its establishment. According to the company, 2012 will mark the 140th anniversary of its foundation, and Shiseido will return to its origins to “create a beautiful lifestyle,” new values and make a leap forward globally. This scheme officially commenced on Jan. 1, 2011 with company advertisements placed in major Japanese newspapers featuring the headline, “Shiseido Begins a New Future from Ginza.”
Shiseido reportedly was founded in the Ginza district of Tokyo in 1872 as Japan’s first western-style pharmacy and has been at the forefront conveying new values integrating western and eastern cultures. The Shiseido-Ginza Future Planning project will organically link the former site of the Ginza Building, Tokyo Ginza Shiseido Building, and the Head Office Building situated in the district. According to the company, from these three bases, various information will be communicated worldwide to enhance creativity and a beautiful lifestyle extending from cosmetics to science, cuisine and art and culture.
The former site of The Ginza Building is currently under construction. The Tokyo Ginza Shiseido Building will mark its 10th anniversary in 2011, and the first floor main entrance and lounge of Faro Shiseido on the 11th floor will be renovated and reopened. In addition, Shiseido's head office building located on Ginza Namiki Dori is being rebuilt and is scheduled to be completed by the end of August 2013.
In related news, beginning January 2011, Shiseido announced it will commence the sale of its global brand Shiseido prestige skin care and makeup in Panama, deploying its long-established prestige marketing strategy centered on Europe and the Americas. Shiseido also recently began marketing its products in Moldova, where the company reportedly has yet to make inroads among Eastern European countries. With this latest endeavor, Shiseido overseas cosmetics sales will encompass 83 countries and regions (including Japan) throughout the world. This will also represent the first market entry of a Japanese premium cosmetics manufacturer in both countries.
