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.

Anti-Aging and Wrinkles

How to Prevent Wrinkles Around the Eyes?

Tips for maintaining a young, fresh, and radiant appearance.

Introduction

Contrary to the belief that avoiding laughter and smiles helps prevent wrinkles, we do not recommend that! Instead, there are several simple tips to limit damage. Here are some:

Drink Plenty of Water

It may sound basic, but staying well-hydrated with quality mineral water helps reduce facial aging, especially around the eyes. Many fine lines are caused by dehydration, so make sure to stay hydrated throughout the day!

Apply a Special Eye Product

The principle is the same: it's about moisturizing this fragile area externally. Choose an anti-wrinkle eye cream and apply it diligently every morning and night. Apply by placing a rice grain-sized amount under the eyes and tapping with the fingertips. Avoid spreading the cream by rubbing the dark circles and eyelids, as this will only accelerate the wrinkle phenomenon.

Pamper this Area with Specific Essential Oils

The skin around the eyes is very thin, making it the first victim of loss of elasticity. But it's not irreversible! With essential oils, you can improve your skin. Once a week, mix a drop of geranium essential oil with your night cream, apply a thick layer, and leave it on overnight. Every two weeks, apply rosehip oil in place of the eye cream. Guaranteed lifting effect!

Strengthen the Eye Area with Specific Exercises

Like the body, the face gains by developing and working its muscles. This is how you can avoid wrinkles. Every day, for a few minutes, in front of the mirror, enjoy facial exercises to tone the face. For the eye area, close your eyelids tightly, widen your eyes as much as possible, and repeat!

Choose Certain Foods

Foods also help reduce wrinkles. Consume foods and beverages rich in antioxidants whenever possible, such as kiwis, carrots, oranges, tea, or beets. Omega-3 is also valuable in preventing skin aging; you can find it in olive oil and fatty fish.

If there's nothing you can do against the effects of time, at least you can avoid and limit it with these simple tips. It's your turn!

Eyes care

Wrinkles, Dark Circles, and Puffiness: At Every Age, Your Eye Contour Care

Fine lines at the corner of the eyes, puffiness, dark circles, drooping eyelids. The eye area is the one that most cruelly betrays fatigue and the passing years. However, there are effective care routines, whatever our age. A fresh and bright appearance is enough to make us look almost 10 years younger. From 25 to over 60, we provide an overview of the best plans to care for this delicate area at any age.

From 25 years: Targeting fine lines and draining puffiness

The skin around the eyes is excessively fragile, three times thinner than the rest of the face. Without hypodermis (the deepest area below the dermis), it doesn't receive the nutrients that the rest of the facial skin does. It also lacks sebaceous glands and tends to dry faster than other areas. To make matters worse, the eye muscles are constantly used, with over 10,000 blinks per day. All of this explains why fine lines appear under the lower eyelid or at the corner of the eye, even before we hit thirty. These initial marks are, above all, a sign that our skin is dehydrated; therefore, we must provide moisturizing active ingredients, but above all, non-oily. This is done by gently massaging the fine lines in small circular motions, morning and night, creating a V between the index and middle finger at the corner of the eye towards the temple. Then apply the usual face cream when the product has penetrated enough.

From 30 to 40 years: Fighting against wrinkles and dark circles

Erase wrinkles. Signs of aging appear more or less quickly, depending on our genetics and lifestyle. The phenomenon is progressive: the skin around the eyes is much more fragile than that of the face, and epidermal renewal is slower. It is exacerbated, for example, if we squint too often in front of the computer, in the sun, or while concentrating. Furrows are carved around the temples, under the eyes, and on the forehead (crow's feet). It is necessary to favor care that protects or restores our elastic fibers that relax. Every day, we apply the equivalent of a grain of rice of our favorite product in very light touches in the eye area, practice a twist of the pyramid (located at the top of the nose, between the two eyes) with the index finger and draw an 8 around the eyes, ending with a spiral towards the temples.

Conceal dark circles. We must fight against blood stagnation that oxidizes and reveals blue or brown pigments under the skin, which becomes thinner with age. Be careful, concealers camouflage pigmentation but often accentuate the contour lines. It's better to increase microcirculation for an overall beautiful effect.

50 years or more: Fat pouches and drooping eyebrows

After 50 years, the bone structure of the entire face becomes thinner. Cheekbones lose volume, temples widen, and the forehead bone flattens, causing the upper eyelid to sag. Hormonal deficiencies set in and weaken all tissues. This is the perfect time to invest in a comprehensive anti-aging treatment that can redensify the skin, regenerate subcutaneous cells, and increase blood flow to oxygenate them. The cream is applied in small touches all around the eye area using a massage accessory (available in most products) or, in its absence, with the index finger. Light touches should be made on the lower and upper eyelid to activate microcirculation. To perfect our appearance, we smooth the space between the eyebrows, the upper eyelid towards crow's feet with a toning gesture to firm the eye area. Finally, the lower eyelid is lightly stretched at the level of dark circles, from the inside out, to promote drainage and reduce signs of fatigue.

Some targeted care on the market is relatively expensive. They contain powerful and rare active ingredients, included in high-tech textures that penetrate quickly without the risk of irritating the eyes. Therefore, a small amount is sufficient, and their packaging allows for a treatment of two to three months.

At any age, after a short night: Soothe the eyes

During the night, lymphatic circulation decreases, leading to an accumulation of fluid in the tissues of the eyelids. This phenomenon is even more pronounced if we drink alcohol or eat a lot of salty foods. It is essential to stimulate microcirculation with draining and astringent active ingredients, practicing decongestant maneuvers.

Regardless of our age, it is advisable to put a drop of product on our two little fingers, make several gentle pressures under the eyes at the level of the pouches (but without smoothing) from the inner corner to the outer corner. Ideally, if you have one, use a small massage tool with a metal tip. And for even more efficiency, you can leave products and tools in the refrigerator for a few moments to decongest more quickly.

Men's Cosmetics

Men and Cosmetics: A Sector That Is Not Going Through a Crisis!

If in the 90s the men's cosmetics market went unnoticed (only 4% admitted to using products for male skin), today, 50% regularly use dedicated products. With a growth three times higher than the female cosmetics market, the "grooming" market has truly exploded.
But what has changed in the last decade? On the one hand, today's man is increasingly concerned about his appearance. In a constantly evolving society, it has become essential to present the best and, therefore, take care of his skin. On the other hand, there is a real shift in mentality. Taking care of oneself in the male gender is no longer a taboo, neither for men nor for women. Hygiene is no longer synonymous with virility or femininity but with well-being, and in recent years, well-being and health have become priorities for most men.

What Products Work?

If men's cosmetics were initially limited to basic hygiene products, such as shampoos, shower gels, or after-shave products, the line has expanded considerably to now meet all the specific needs of each man.
Among the most popular products, we find at the top of the ranking skincare, especially moisturizers and anti-aging.
Naturally thicker than female skin, it was thought that men's skin was more resistant and less demanding of care. But it also has its weaknesses and requires proper care.
In fact, testosterone increases sebum secretion, making the skin oily. It also contains more collagen affecting wrinkles: although they appear later than in women, they are more pronounced and deep.
Finally, and last but not least, shaving weakens the skin, more prone to irritations and ingrown hairs, usually more damaged than female skin.
But in recent years, other products have also been successful, such as beard oils, hair color, slimming creams, or depilatory products.

With new trends emerging in men's magazines and the constant desire to look younger and more dynamic, men are becoming increasingly demanding. And brands have understood that these gentlemen no longer wanted to sneak into their partner's beauty products but use specific cosmetics, especially for men.

What Are Men Really Looking For?

Whether online or in stores, men do not randomly buy a product. Men's consumption habits are clearly different from women's. If they managed to take the example of their mother or grandmother, men are self-taught in this area. That is why their priority remains efficiency. Men are looking for products that make their lives easier.

Why Do Men Prefer to Buy Online?

With a broader, usually more dedicated offering, but also with detailed web content or video tutorials, men mainly buy online. The web is a perfect match for their lifestyle and what they are looking for: speed and efficiency without giving up advice. But that's not all. There is still a certain shyness that leads men to prefer online sales sites rather than stores. Certain male needs have not yet become part of popular habits. Thus, a man who wants to buy hair color or a depilatory cream more easily turns to the web than to a store consultant. Men's cosmetics are, therefore, doing well because taking care of oneself has never been so trendy! So go ahead and give yourself all the attention you deserve!

Cosmetics

Introduction to Cosmetics

Cosmetics are non-medicinal substances and preparations intended to come into contact with different surface parts of the human body (e.g., epidermis, teeth, nails, hair, lips, etc.) with the goal of minimal risk. They do not act in depth and are not essential for the proper functioning of the body. Instead, they are reserved for body care, beauty, and cleanliness, with their sole purpose being to cleanse, beautify, protect, and perfume the body.

It's important not to confuse cosmetics with cosmetic: cosmetics refer to the world of skincare, all techniques, processes, and products used for beautification, while cosmetic is the product itself.

To Use or Not to Use Cosmetics?

Cosmetics come in various forms (gels, creams, emulsions, lotions, etc.) and serve the purpose of well-being without acting as medicines. All cosmetics have a roughly similar composition, consisting of excipients, active substances, and additives.

• Excipient: It allows the active substance to act where it should. Common excipients include water, oils, and alcohol, with natural alternatives like sweet almond, avocado, or shea butter. Silicones, on the other hand, are synthetic excipients.
• Active Substance: Gives the cosmetic "care" properties and is not the most significant substance in terms of product quantity. Examples include zinc, vitamins, clay, and various fruits and vegetables.
• Additive: Enhances and stimulates the cosmetic's action. Cosmetic additives include preservatives, antioxidants, colorants, and adjuvants for coloring, perfuming, foaming, etc.

Cosmetics include:

• Hygiene products for the body, such as toothpaste, shower gel, shampoo, deodorant.
• Skin products, often in cream form, like anti-wrinkle cream, day and night cream, lip balm, face mask, etc.
• Hair products, directly applied to the hair, such as conditioner, hair spray, gel, dyes.
• Makeup products, predominantly used by women, including mascara, eyeliner, gloss, foundation, blush, lipstick, nail polish, self-tanner.
• Perfume, cologne, and toilet water.
• Sunscreen products to protect the skin from UV rays, like sunscreens, post-exposure lotions, and creams.
• Shaving and depilatory products, such as shaving foam, post-shave foam, and depilatory cream.
• Bath and shower preparations, such as bath salts, foaming bath, and bath oil.

Not considered cosmetics:

• Food products, as cosmetics cannot be consumed.
• Medicines or drugs, as cosmetics do not have curative properties.

Cosmetics and Their History:

The earliest use of cosmetics dates back almost as far as humanity. Prehistoric people produced body paints from mineral sources mixed with fatty substances.

In ancient times, civilizations like the Egyptians, Babylonians, and Hebrews used cosmetics for magical, medical, and ritualistic purposes, including body and face paints, oils, perfumes, and ointments.

During the Middle Ages, cosmetics were primarily used to represent the Western feminine ideal of pale skin and rosy cheeks, but these products were only available to the wealthy.

In the 18th century, cosmetics became more accessible to all social classes, and the consumption of perfumes increased during the Renaissance. However, awareness grew about certain cosmetic ingredients like lead, which could harm the skin or even lead to death.

Since the 20th century, with industrialization, cosmetics have become more diverse and affordable, often made with synthetic or petroleum-derived ingredients.

Today, cosmetics are used for personal satisfaction, to feel beautiful and confident. Men are increasingly using cosmetics, and they are used across all generations for various purposes, from baby care to anti-aging creams for the elderly.

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