It was in 1957 that Shiseido first took its products to the world beyond Japan, and starting with Taiwan began establishing overseas sales companies one after another. Through these, the Shiseido beauty method became a vehicle for communicating the Japanese sense of hospitality and customer-care to the broader world.
Back in Japan, riding the increasingly fast-paced tide of economic growth, in 1961 Shiseido launched its first national makeup campaign, to promote its “Candy Tone” product line, contributing greatly to cultivating new customer segments.