Shiseido - Research on Localized Chinese Beauty and Health Practices
Company overview
Shiseido is a globally renowned cosmetics brand originating in Japan, operating under the Shiseido Corporation, headquartered in Tokyo. Since its founding in 1872, Shiseido has consistently led the development of the cosmetics industry across Asia and globally. As of 2013, the Shiseido Group achieved sales of 644.2 billion Japanese yen, with approximately 29,000 employees. In 2018, Shiseido ranked 281st in the World Brand 500. Since entering the Chinese market, Shiseido has earned widespread acclaim and high brand loyalty through its superior product quality, continuous technological innovation, and precise understanding of consumer needs, becoming deeply beloved by consumers across China.
Research background
In recent years, as living standards have improved, beauty and health care have become increasingly integral to daily life. Although modern science-based skincare products abound, traditional Chinese beauty and health practices—rooted in traditional wisdom—continue to thrive due to their natural, gentle, and culturally rich attributes. Various folk-based beauty and health methods have evolved over time through practical application and integration with modern theories, demonstrating significant effectiveness. To identify local inspirations that can be transformed into innovative skincare solutions, Shiseido aims to deeply understand traditional and niche beauty and health techniques and formulations unique to different regions of China, combining these insights with its own technological strengths to develop new-generation skincare products that blend cultural heritage and functional innovation.
Research scope
In November 2018, CEIDEA Research was commissioned by Shiseido (China) R&D Center Co., Ltd. to conduct a specialized study titled 'Research on Traditional and Innovative Chinese Beauty and Health Methods.' The study focused on key regions across China, employing in-depth interviews with representative beauty clinics, health and wellness centers, and active grassroots beauty practitioners to identify unique, locally rooted, and well-validated beauty and health techniques and formulations. Research areas included manual-based health practices (such as gua sha, massage, and moxibustion), herbal ingredient combinations, usage methods of beauty devices, dietary therapies, and internal balancing regimens. Through scientific analysis, the study explored the underlying mechanisms and replicability of these methods, identifying potential elements that could be translated into modern product or service offerings, providing inspiration and raw materials for Shiseido's R&D team.
Expected outcomes
This research will systematically document lesser-known but effective traditional beauty and health practices across China, providing Shiseido with a collection of culturally significant and developmentally promising techniques, formulations, and philosophies. The findings will support Shiseido in integrating advanced technologies to extract scientifically grounded and market-attractive elements, enabling the development of innovative skincare products better aligned with the needs of Asian consumers. By fusing traditional wisdom with modern science, the initiative aims to deepen the brand’s differentiation and strengthen its cultural resonance in the Chinese market.
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