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Shiseido Concealer Born from Atomic Bomb Survivors: Unveiling the Century-Old Brand's Warmest Origin

From Liberty Times · () Chinese

Translated from Chinese, summarized and contextualized by DistantNews.

At a glance

In-depth Named sources Context piece
  • Shiseido's first concealer was developed in 1945 to help burn victims conceal scars after the atomic bombings of Hiroshima and Nagasaki.
  • The company later launched the "PERFECT COVER Foundation" series and established the "Shiseido Social Care Beauty Center" to offer professional consultations to burn survivors and others with visible scars.
  • Shiseido's "Lavender Ring" initiative, which began in Japan in 2017 and expanded to Taiwan in 2022, supports cancer patients through professional makeup, styling, and emotional support.

Shiseido's commitment to beauty extends beyond aesthetics, with its origins rooted in humanitarian aid. The company's first concealer was created in 1945, not for fashion, but to help individuals in Hiroshima and Nagasaki conceal scars left by the atomic bombings. This initiative aimed to reduce the psychological distress of burn victims and aid their reintegration into society.

The increase was achieved without enforcement measures such as roadblocks or the closure of defaulting business premises.

— Olaniran OlatonaEkiti State Internal Revenue Service Chairman Olaniran Olatona explaining the revenue growth.

Continuing this compassionate mission, Shiseido introduced the "PERFECT COVER Foundation" series in 1995. This line offers products designed to camouflage a range of skin imperfections, including scars, burns, and uneven skin tone. Complementing these products, the "Shiseido Social Care Beauty Center" provides one-on-one professional consultations for individuals recovering from burns, those with birthmarks, or post-surgical and cancer treatment scars. The goal is to help these individuals regain confidence and improve their quality of life through appearance care.

Many taxpayers were encouraged to comply once they understood the purpose of taxation and were convinced that their contributions were being prudently utilised for the state’s development.

— Olaniran OlatonaEkiti State Internal Revenue Service Chairman Olaniran Olatona attributing improved tax compliance to visible development projects.

Since 2017, Shiseido Japan has championed the "Lavender Ring" initiative. This program utilizes professional makeup, styling, and photography, alongside sharing life stories, to build a robust support network for cancer patients. Collaborating with medical institutions, patient groups, and non-profit organizations, "Lavender Ring" aims to empower cancer survivors to face their challenges with courage. The initiative expanded to Taiwan in 2022 and is now in its fifth year there, having supported over 250 cancer patients in their recovery and return to daily life. This year, the program is further amplified through a public campaign encouraging messages of support for cancer patients.

Lavender Ring has supported over 250 cancer patients in Taiwan over the past five years, accompanying them through treatment and their return to daily life.

— Li HuifenTaiwan Shiseido Group Vice Chairman and General Manager Li Huifen discussing the impact of the 'Lavender Ring' initiative.
DistantNews Editorial

Originally published by Liberty Times in Chinese. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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