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

Anti-Aging for Men: Specifics and Best Practices

More and more men are concerned about the health of their skin. The keyword in anti-aging is prevention. Therefore, it is interesting to follow our anti-aging advice from today.

Men's Skin: Thickness and Firmness
Men's skin is inherently thicker than women's. It is thicker because the cellular layers of their epidermis are more numerous. It is also firmer and more flexible because their dermis is reinforced with collagen due to hormonal reasons. Sagging skin will appear later than in women.

Sebum
In men, sebum production is substantial. Their high level of testosterone (10 times higher than that of women) causes greater stimulation of the sebaceous glands, promoting oily skin. Although prone to the appearance of blackheads, this high sebum production provides better protection against external aggressions.

Redness
With more abundant blood flow in men, their skin is more favorable to redness. This phenomenon can be exacerbated by shaving.

Best Practices
1-Favor Components Over Packaging
Marketing tends to produce masculine-looking containers to attract men and promise them power and strength. However, their skin can be sensitive or temporarily sensitized (temperature change, shaving, pollution) and usually requires gentler care. In terms of anti-aging, certain active ingredients should be favored: • Hyaluronic acid for its moisturizing action and filling effect • Vitamin C and fruit acids for a radiant complexion • Fruit acids for their exfoliating effect • Retinol to improve skin quality
2 - Hydrate with the Right Textures
Hydration is the #1 anti-aging gesture. The type of hydration should be chosen according to the skin type. In general, men's skin tolerates and absorbs serums and creams with light textures better. After shaving, irritated and dry skin requires more hydration; a balm texture is ideal for soothing and repairing the epidermis.
3 – Cleanse and Exfoliate Gently
Skin cleansing removes impurities and allows better absorption of applied care. Exfoliants also allow for better cleaning. On the other hand, overly abrasive cleansers send bad signals to the sebaceous glands, which, to compensate, produce excess sebum. Gentle cleansers and exfoliants in the form of milk emulsion should be favored.
4 - Simplify Your Routine with Nutricosmetics
For men who want to maintain a simple care ritual, nutricosmetics (food supplements dedicated to beauty and skin health) are an excellent addition to creams and allow anti-aging active ingredients to act from the inside.
5 - Promote a Healthy Lifestyle
Our diet and lifestyle (sleep, stress, sports) affect our physical appearance and the quality of our skin. The application of cosmetics and anti-aging treatments is part of a holistic approach to a healthy life to prevent the effects of aging.

Facial Care

4 Tips for Men's Facial Skin

1- Cleanse Your Face Daily with a Suitable Product for Your Skin Type
Men's skincare is essential, so take advantage of it! Opt for at least one nightly cleansing to eliminate impurities and accumulated pollution throughout the day. If time allows, do it in the morning as well to remove overnight impurities and excess sebum. Cleanse your skin with a foaming gel or cleansing lotion. A facial cleansing gel gently removes impurities and excess sebum, improving microcirculation and reducing irritation. Ideal for sensitive skin reactive to external aggressions.

2- Apply an Age-Appropriate and Skin-Suitable Moisturizing Treatment
Before 30, prioritize moisturizing to prevent skin dehydration. Choose:

• Matifying treatment for normal or oily skin
• Treatment for sensitive skin
• Treatment combating dehydration for dry skin

Between 30 and 40, consider an anti-aging moisturizing cream. After 40, opt for treatments that repair and restructure the skin, addressing signs of aging effectively.

3 - In the Morning, Apply Shaving Foam or Gel According to Your Beard
Use a refreshing wipe or go directly for shaving foam containing active cleaning ingredients. Choose foam that protects the skin from irritations and razor burns for a smooth shave. If you want to style your beard, use a transparent texture for precise shaving.

4- Once or Twice a Week, Apply Exfoliant and a Mask After Cleansing Gel
Before 30, consider a thorough cleansing to restore radiance. Once (for dry skin) or twice (for oily skin) a week, apply an exfoliant after or in place of the cleansing gel. Exfoliation refines the skin and gently removes dead cells, facilitating cream penetration. Follow with a mask that absorbs excess sebum while nourishing and hydrating the skin. After 30, start applying specific anti-wrinkle care once or twice a week. Begin with exfoliation and follow with a revitalizing mask for a smoother and radiant appearance.

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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