Gennifer Weisenfeld presents a fascinating breadth of Shiseido’s game-changing advertising strategies – from graphics and packaging to event and store design – through which cross-cultural and changing national concepts of modernity (in beauty, femininity and visuality) were formed. A timely survey of Shiseido’s legacy on the company’s 140th anniversary this year.

Images from Weisenfeld’s essay “Selling Shiseido” at MIT Visualizing Cultures. From left: Cover of Shiseido Graph (published between 1933-37); Eudermine and Peroxide Cream Poster (1925) by Yabe Sue; Announcement for reopening of Shiseido Parlour and Store, Ginza Shiseido Guide (1928) by architect Maeda Kenjiro.

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