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06 Apr



Brand history


Shiseido is a company that has provided inspiration for more than 140 years, innovating and creating, producing timeless products and remaining a leader in the field of beauty and skin care. It is dedicated to the production of decorative cosmetics, perfumes, hair and skin products. The founder of the brand is the former chief pharmacist of the Japanese Imperial Navy - Arinobu Fukuhara.


Shiseido was the first to develop a moisturizing lotion, a mild liquid. This lotion was developed in response to lead poisoning by Japanese women who wore make-up. In 1915, Arinobu's son, Shinzo Fukuhara, became Shiseido's first president. Before joining the company, Shinzo studied art in Europe and was deeply influenced by the sophisticated "Art Nouveau" beauty. As a photographer and artist, Shinzo created the brand's original logo, the Camellia flower, which remains the same today (with minor adjustments made over the years). In 1917, Shiseido introduced the "rainbow face powder"; the idea of a face powder with seven shades was a novelty in a period when the white powder face was the norm in Japan.


Concept and objectives


This Japanese cosmetics company is one of the oldest in the world. It is the largest cosmetics company in Japan and the fourth largest in the world. Shiseido aims to provide its consumers with well-being and beautiful, young and clean skin.


What to take into account when choosing this brand?


It is very important to know which are the most beneficial cosmetics that you can use according to your skin type, age or how to apply them correctly. The skins are not all the same, and consequently do not receive the same treatments in the same way. That is why it is important to know your skin type before risking any adverse reactions by using products that do not suit your skin type.


The Shiseido Collections


Benefiance – Works from skin cells to fight and smooth out wrinkles and expression lines. Ensures a younger, resistant, filled and hydrated skin.


Defend Beauty – Effectively removes excess dull skin surface cells, pollutants and oxidized substances. Leaves skin clean, clear, radiant, invigorated & healthy looking.


Essential Energy – It is a line of moisturizing and energizing skin care that illustrates the enormous potential in this new universe: neuroscience applied to cosmetics. For a fresh and energized look.


Future Solution LX – Offers unparalleled skin care and stimulates its natural capacity for regeneration. The skin becomes more and more perfect.


Global Body – Provides a new vitality helping to promote the natural skin renewal cycle.


Synchro Skin – Adapts to any skin tone and restores vitality to dull and tired skin.


Ultimune – Promotes the skin's ability to defend its ideal condition, defying concerns now and over time. Your skin is smooth, flexible and deeply radiant, with unwavering energy from the inside.


Vital Perfection – Provides a lifting effect and provides firmness to the skin. Inspired by the latest holistic research in skin science, neuroscience and other areas of human health, Shiseido has developed this revolutionary and multifaceted skin revitalizing solution, which awakens its potential.


Waso – Balances, moisturizes and controls skin brightness.


The most popular products of the brand


Kajal InkArtist Shadow, Liner, Brow is an eye pencil that acts as an eyeliner, pencil, eye shadow and color for your eyebrows. The smudge-proof, crease-proof, waterproof and tear-proof formula provides a high-impact pigment with an even glide and a light feel. Its soft tip is precise enough to create a thin, smooth line along the inner line of the eye, and also wide enough to be easily worn across the entire eyelid. A detachable sharpener keeps the tip ready for maximum precision, while a built-in sponge can be used to blend for a perfect, smoky finish.


Future Solution Eye And Lip Contour Cream is a highly concentrated cream. Contains the Hydro-Veil complex that provides an ideal moisture film to lead to regeneration and keep skin hydrated.


Replenishing Body Cream is a high-performance cream that helps to recover the texture of the skin, reducing the impact of cellulite. Contains yuzu seed that provides an increase in the production and fixation of collagen, as well as acts on cellulite, reducing the formation of fat deposits. Contains hyaluronic acid that reduces the reappearance of cellulite.


Future Solution Concentrate Balancing Softener is a suitable tonic is essential to improve the texture and quality of the skin and to prepare it for the treatment that follows.


Benefiance Nutriperfect Eye Serum is an anti-aging eye serum specially prepared for the eye area and ideal for mature skin, women aged 50 and over. Provides a cocktail of essential nutrients and moisture to combat the visible signs of aging. The skin around the eyes is the thinnest and most delicate of the entire face. Due to hormonal changes that occur in the female body, she becomes even thinner and more fragile with age, losing elasticity. Advanced formula that helps to increase the resistance of the skin and regenerate it in a young and healthy look.


Sports BB SPF50+ is an innovative sunscreen with a BB effect, very resistant and suitable for those who practice outdoor sports.
Through WetForce technology, this UV sunscreen becomes even more effective when it comes into contact with water or perspiration. Contains a contour powder that gives the skin a healthier and sculpted appearance. The super-light and transfer-resistant formula blends easily with the skin, giving a natural and comfortable coverage that covers the irregular textures of the skin and evens out the tone, so that you are at your best while playing sports. Very water resistant.



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Shiseido at Loja Glamourosa

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