Past Exhibition

The Shiseido Gallery is pleased to announce the exhibition “Pulse of Beauty,” showcasing Shiseido’s creative works, which will be held from Saturday, June 8, 2024, to Sunday, August 4, 2024.

Last year, the Shiseido Gallery hosted the exhibition “In-between: Shiseido Magazine Advertisements from the 1970s,” which introduced Shiseido’s creative works.

This year, we are focusing on the captivating package and advertisement designs from Shiseido’s creative works from the early Meiji period (late 19th century) to the 2010s. Through product displays, video, and sound, the exhibition will explore the “Pulse of Beauty” in a multifaceted way. Over 200 products and about 70 advertisements, showcasing the playful and adventurous spirit of the developers and designers, will be presented on an impressive scale in the Shiseido Gallery.

As uncertainty continues even after the coronavirus pandemic, a lighthearted sense of freedom is spreading among people today. This sense transcends generations and genders, allowing individuals to freely embrace what they love and elevate their moods. In response to this contemporary mindset, we have curated items and advertisements from Shiseido’s archives that evoke the “Pulse of Beauty.” We have gathered nearly 300 items and advertisements that convey brightness, lightness, vividness, humor, playfulness, approachability, and a futuristic image. From packaging designs that were fresh for their time to bold and free-spirited advertising expressions, you can enjoy a diverse array of selections that will make your heart skip a beat. Many of the items and advertisements featured in this exhibition are not currently displayed at the Shiseido Corporate Museum in Kakegawa, Shizuoka Prefecture.

In this exhibition, the large exhibition room is divided into eight periods, from the early Meiji era to the 2010s, showcasing over 200 products chronologically. The display stands are designed by the cutting-edge architectural collective, GROUP. For each period, the most innovative products are presented with an overview of their features and design concepts, along with the actual items. Additionally, a timeline summarizing the cultural backdrop of each period is displayed on the walls to provide context for the products.

Meanwhile, in the small exhibition room, about 70 advertisements, mainly posters, are featured as a video installation. This video is newly produced for the exhibition by Daisuke Hasegawa, an up-and-coming creator known for his work on domestic and international campaign videos.

As a new initiative by the Shiseido Gallery, an audio guide featuring interviews with the creators involved in the product development is available. Through their own voices, these creators share their passion and spirit of challenge towards their creation.

Shiseido has been introducing new products that capture the spirit of the times for many years. This journey is rooted in a history of merging art and science in the pursuit of beauty. It is also a history of bold ideas supported by solid research and development, and a playful and flexible approach to creativity that transcends conventional boundaries. These products have delighted those who use them and have occasionally transformed the lifestyles and beauty habits of their times. By showcasing a part of Shiseido’s creative journey, we hope to provide inspiration and various possibilities for those involved in manufacturing and value creation as they look to the future.

The exhibition will feature an array of products that highlight Shiseido’s early adoption of Western styles such as Art Nouveau and Art Deco, including the Euthrixine (Hanatsubaki perfume). From the 1950s, we will showcase face powder with rare illustrations of women from that era. The 1960s section will include sweet and charmingly colored baby products designed to match the baby boom. Additionally, items like the yellow-packaged “Sun Oil” and “Beauty Cake,” symbolizing the sun and inspired by the leisure boom, will be displayed. From the 1970s, products such as “Shula Roo,” which reflects the space suit fashion trend of the time, will be featured. Finally, from the 1980s, during the college girl boom and the popularity of DC brands, we will display mini-sized “Shower Cologne” bottles, shaped like mushrooms and ink bottles, targeting a younger audience.

Details of related events will be announced on the Shiseido Gallery website as soon as they are decided.