De farmácia a cosméticos

A marca SHISEIDO foi criada em 1872 por Arinobu Fukuhara no distrito de Ginza, em Tóquio, para desenvolver a primeira farmácia de cultura ocidental no Japão.

Em 1906, Shinzo Fukuhara, quarto filho de Arinobu, partiu para os Estados Unidos para adquirir conhecimento da farmacologia ocidental. Após seus estudos, ele viajou para a França, onde aprendeu a arte da fotografia.

Sua admiração pelas artes, ciência e cultura ocidental o levou a retornar ao Japão para introduzir um novo estilo de vida, combinando as tradições orientais com uma visão ocidental. Em 1915, Shinzo tornou-se o primeiro presidente da SHISEIDO e decidiu dedicar sua empresa à fabricação de cosméticos.

A sua paixão pela estética e inovação foi posta a serviço de uma cultura de excelência na concepção da empresa, uma reputação ainda ativa entre artistas e designers de todo o mundo. Através da visão de Shinzo Fukuhara, a SHISEIDO evoluiu para um laboratório de ideias artísticas e científicas, desenvolvendo constantemente o melhor de ambas, para melhorar a qualidade da vida cotidiana.

Em 1922, uma seção de cuidados para o cabelo foi criada dentro do departamento de cosméticos da Shiseido em Ginza para servir de base para o desenvolvimento de métodos de cuidado da pele. Ao apostar na sua atividade estética, a Shiseido passou as décadas seguintes a reinventar-se para oferecer constantemente novos produtos validados por esta atividade profissional.

 Salões Shiseido

A Shiseido inaugurou seu primeiro salão de beleza em Ginza em 1934. Posteriormente, em 1956, a marca inaugurou um salão de beleza completo (o primeiro Shiseido Beauty Salon) no antigo Tokyu Bunka Kaikan em Shibuya, que marcou o lançamento em larga escala de sua atividade estética . Desde então, a Shiseido tem ajudado mulheres a tornar suas vidas mais bonitas por meio de cuidados com os cabelos, maquilhagem e beleza, além de vender cosméticos. Após a abertura dos salões, a empresa criou um departamento dedicado à venda de produtos profissionais, que posteriormente foi ampliado para oferecer aos salões serviços completos. Por meio desses salões, a Shiseido deu uma grande contribuição para a indústria de cabelo e beleza.

Da Tailândia em 2001, a Shiseido expandiu seus negócios de produtos profissionais para nove países asiáticos, estabelecendo uma subsidiária no mercado asiático para acelerar significativamente a expansão de seus negócios locais de serviços de cabeleireiro e salão de beleza.

Em 2013, a empresa inaugurou o SHISEIDO PROFESSIONNEL Beauty Congress destinado a todos os profissionais asiáticos, inclusive japoneses. Paralelamente, a marca organizou e sediou o BEAUTY INNOVATOR AWARD, um dos maiores concursos de fotografia da Ásia, com o objetivo de apoiar a formação de gestores que irão liderar a indústria de salões de beleza no futuro. Eventos que pretendem contribuir significativamente para o desenvolvimento desta atividade em todo o mundo.

After Sun

9 Good Reasons to Use an After-Sun

After sun exposure, changing your usual face and body treatment to after-sun brings many benefits. Formulated to combat the harmful effects of the sun on the skin and maintain the tan, there's everything to gain from applying an after-sun every night.
 Here's everything you need to know about this product. If you take advantage of your vacation to rest, unfortunately, that's not the case for your skin! In fact, UVA and UVB rays, both infrared and visible, alter its epidermal barrier and damage skin cells. Remember, even with sunscreen, the skin is not 100% protected. That's why, after each exposure, it is advisable to take care to nourish it, rehydrate it, and "repair" it.

Specially formulated after-sun products usually contain fewer ingredients than conventional body lotions. However, they are composed of targeted cocktails of active ingredients, selected to repair all types of skin, more or less sensitized by the sun. In terms of use, care must be taken to apply it to clean skin, free of salt and chlorine, as well as chemical or mineral sunscreens that cling to the skin. Two options are possible: a simple rinse with clean water or a gentle cleanser, instead of micellar water or cleansing oil for the face, and a soap-free gel or cleansing oil for the body. There is no need to have a heavy hand and apply it in a thick layer. Take a good dose of the product, then massage the skin evenly, if possible in the morning and evening, not just at the end of the day after sun exposure.

1. After-sun has anti-aging properties

Against the process of photoaging induced by the sun, after-sun contains antioxidants, mainly vitamin E, very effective against UV rays, in addition to regenerating active ingredients (fragmented hyaluronic acid, peptides). This will stimulate fibroblasts, therefore, the production of collagen and elastin fibers, unfortunately damaged by oxidative stress, particularly virulent during sun exposure.

2. Has a soothing action

This is what makes its main difference compared to classic body milk. After-sun treatment incorporates soothing active ingredients to calm feelings of discomfort and tension (allantoin, depantenol), as well as active ingredients intended to limit inflammatory processes caused by free radicals (pine extracts, licorice extract).

3. After-sun enhances the tan

Regular application of after-sun also helps ensure a lasting tan by maintaining an even distribution of melanin on the skin's surface. Well-nourished skin flakes less. Some after-sun products even contain melanin precursors to activate the tan during the first exposures. When you return from vacation, remember to finish the after-sun to maintain your caramel color for longer.

 4. Soothes sunburn

Even if sensitive skin is the most affected, all skin types are affected. The epidermis is always more or less sensitized at the end of the day. After-sun is not, therefore, a treatment reserved for the reckless who have burned themselves. Moreover, in the case of real sunburn (intense redness, heat, etc.), it is better to turn to healing creams sold in pharmacies (Cicalfate d'Avène, Biafine). We can also use soothing essential oils

5. After-sun provides a fresh effect

Contained in certain gels and milks, alcohol brings a fresh and soothing side due to its immediate anti-heating action. However, when present in more than 5% in the formula, it dries the skin. Refreshing, menthol can also be poorly tolerated by irritated and red skin. New technologies make it possible to obtain freshness, thanks to a galenic called "splash effect": a gel encapsulated in the cream breaks contact with the skin, providing a renewed effect. They can be applied even on sensitive and fragile skin.

6. Nourishes the epidermis

The sun, but also chlorine, sea salt, wind alter the epidermal barrier. Very effective moisturizing active ingredients, such as glycerin, but also and above all, essential fatty acids contained in vegetable oils (shea, argan, jojoba), make it possible to limit insensible water losses and thus avoid "crocodile skin" after a few days. Also, remember to drink water because body hydration is essential.

7. After-sun adapts to skin type

Choosing the right texture is also important for an after-sun! Oils and balms are the most nourishing, while milks and gels are the most refreshing, even the fastest to be absorbed by the epidermis. The former are therefore ideal for very sensitive and dry skin. However, it is possible to use a fluid milk or gel, alternating with a multi-purpose beauty oil (hair, body, face) or even mixing milk + oil if you want even more efficiency.

8. It is suitable for fragile areas

If possible, it is better to apply a different facial treatment, as facial skin needs much more hydration and lipids to regenerate. This is even more true if the skin is dry by nature or very sensitive. Instead, use a cream or even balm formula, if the epidermis is very dry, for the face and neck, and for a milk, gel, or oil texture for the rest of the body. At night, we continue to apply our night cream before going to sleep. Except if it is a treatment, rich in potentially irritating active ingredients with the sun, such as retinol or vitamin C.
Generally, fragile and highly exposed areas to the sun, such as the face, neck, and décolleté, should be spared: we remove makeup carefully to rid the skin of sunscreens, before applying after-sun. We emphasize after-sun on fragile and highly exposed areas, such as the entire décolleté, shoulders, or the lower neck.

9. You can use makeup after sun

After-sun for the face is perfectly suitable for playing the role of a moisturizer and basic makeup. Since the skin is already tanned, just apply a bit of mattifying powder, a touch of blush or bronzer, and a touch of highlighter.

Face

Solar

Sun Protection Products: Choose a Safe and Effective Product!

Without the protection of clothing and effective sunscreen, prolonged exposure to the sun can be risky.

Which Sunscreen Product to Choose?

Always check the instructions on the product label!
Sun protection products (creams, gels, oils, or sprays) are cosmetic products intended to protect against the harmful effects of ultraviolet radiation from the sun (UVA and UVB) when applied according to the instructions provided on the packaging.
However, it is wrong to believe that these products offer complete sun protection and allow you to stay exposed for longer. Caution should be exercised in terms of time and duration of exposure.

UVA, UVB, Make the Difference!

Tanning is a skin defense reaction that opposes a filter to the penetration of solar radiation. But this filter does not have unlimited capacity.
Solar radiation is composed, among other things, of ultraviolet B rays (UVB rays) and ultraviolet A rays (UVA rays). "Sunburn" is mainly caused by UVB rays. UVA rays are responsible for premature skin aging.
UVB rays are the main factor in skin cancer, while UVA rays play a significant role in its appearance.

Different Types of Sun Protection: Which to Choose?

There are two main categories of sun protection offered by cosmetics, depending on the nature of the filters and their mode of action; all must be expressly authorized by regulations:
•    Organic or chemical filters that act by absorbing UV radiation;
•    Mineral filters, namely titanium dioxide and zinc oxide, which act by reflecting UV rays: they do not penetrate the epidermis;
•    Organic or inorganic filters may be present in nanometric form. The [nano] mention must then be added to the name of the substance in the mandatory list of ingredients on the packaging.
•    These different filters, chemical or mineral, nano or not, can be combined by manufacturers to optimize efficiency.

Sunscreen Products, Protection Level: Read the Label!

Against UVB rays: the sun protection factor (SPF) or protection index (IP) is an essential criterion of choice. It corresponds to the delaying effect of the product in relation to sun aggression.
The product category followed by a number corresponding to the "sun protection factor (SPF)" is used to assess its effectiveness. The higher the SPF, the greater the photoprotective action.
The European Commission proposed grouping sun protection factors to keep only eight different numbers on labels. However, not all labeling has been changed, and old sun protection factors are sometimes retained.

Note: Claims like "full screen" or "total protection" should not be used. Although common, they are false because no sun product offers complete protection against ultraviolet radiation.
The European Commission defined, in its recommendation of September 22, 2006, the labeling rule for sunscreens. Taken from this recommendation, the table below specifies the correspondences between categories and sun protection factors:

Sun Protection Factors

Low protection    6-10
Medium protection    15-20-25
High protection    30-50
Very high protection    50+

Against UVA rays: check if your sunscreen has, in addition to the SPF, the UVA logo. This is the guarantee of ideal protection against ultraviolet rays.

Note: This logo is not mandatory but recommended and used by many professionals. Other mentions or indications regarding protection against UVA rays may, however, appear on the packaging.
Some "conventional" media insist on the existence of so-called controversial ingredients in sun products.
Remember that sunscreens can only contain UV filters authorized by cosmetic regulations (about thirty) because they are assessed as risk-free for human health. Exposing yourself to the sun without any protection, however, is dangerous.
Consumers are advised to read labels and inquire about the composition of the products they purchase, especially if they have special ethical or environmental requirements or a history of sensitivity to certain substances.

Usage Tips
The National Union of Dermatologists has published the 10 precautions to be taken against the harmful effects of the sun:
•    The best protection is clothing for everyone (especially children): hat, sunglasses, shirt.
•    Babies and young children should not be exposed to direct sunlight;
•    Sunburns are dangerous, especially in children;
•    Avoid direct exposure between 12:00 and 4:00 PM
•    Sun exposure should be gradual;
•    Sand, snow, water can reflect more than half of the sun's rays on your skin;
•    Your sunscreen, anti-UVB and anti-UVA, should be renewed every two hours and after each bath, regardless of its protection index;
•    Use sunscreen suitable for your skin type;
•    Sunscreen is not intended to increase the exposure time;
•    In altitude and in the tropics, it is necessary to increase the sun protection index of the product usually used.