Shiseido Co., Ltd. was launched in 1927. During this era, chain stores handling Shiseido cosmetics spread nationwide, and the company became a source not only of product and beauty–related knowledge, but also of information about the latest lifestyle options and fashions both domestically and internationally. In 1934, the company began its “Miss Shiseido” promotional activities (the forerunner to today's Shiseido beauty consultants)—a very “Shiseido” way of conveying value.