SHISEIDO
UNIVERSAL
BEAUTY
DESIGN

FOR UNIVERSAL DESIGN AND SUSTAINABILITY

Beautiful Designs For All

What is beautiful design?

It’s more than just looks.

It’s about usability— regardless of who is using it. Fun regardless of function. And last but not least, sustainability. Because the future of the earth is the future of all. At Shiseido Creative Co, we believe these are the most important aspects of beautiful design, and we apply this thinking to each and every one of our creations.

We strive to make products that can be used by anyone, anywhere — regardless of age, disability or any other other factors. Products that look as beautiful as they feel. Products as usable as they are functional. We design such products under the theme of Shiseido Universal Beauty Design.

WORKSHOPS

We hold various workshops and study groups to share and enhance our expertise. Guest lecturers are invited from a range of fields, often from outside the cosmetics and design industries. Our goal is to develop and nurture knowledge of universal design and sustainability.

DESIGN & SCIENCE

We explore not only the beauty of visual design, but ease of use. We build on our in-house knowledge and creative capabilities by working closely with the Shiseido Global Innovation Center.

DESIGN & RESEARCH

From products to store interiors, we design everything with a meticulous attention to detail. We rigorously test all designs to ensure comfort, usability and much more.

DESIGN
& SUSTAINABILITY

The environmental impact of cosmetics is another important factor that cannot be overlooked in design. We posses a broad knowledge of sustainable materials and refillable solutions. All our efforts are supported by Shiseido’s Global Innovation Center, and we work in close cooperation with factories and suppliers to ensure we have access to and knowledge of the latest sustainability breakthroughs.

KNOWLEDGE
SHARING

We share our knowledge of universal design not only within Shiseido, but also with the outside world. By doing so, we aim to contribute to a more beautiful future. We also pursue collaborative research that transcends industry and corporate boundaries, while striving to win global recognition for our universal design efforts.

CASES

PRIOR

Highly Moisturizing Brightening Emulsion
The polygonal bottle and cap make it easy to open even without force. The shape also prevents the cap from rolling away during use.
Clé de Peau Beauté

MICELLAR CLEANSING WATER
The dispenser is designed to gently line up with the pads of your finger, making it easy to use when held in hand or placed on a surface.
MAQUILLAGE

Dramatic Rouge EX
The gorgeous gold surface is uneven and serves as a finger hook when the bullet is rolled out. The texture of the lipstick on the finger is also designed with quality in mind.
ELIXIR

Balancing water cream
The rounded shape is reminiscent of a drop of water, and when viewed from above, the oval shape is comfortable in the hand and the cap is easy to open.
SHISEIDO

Complete Cleansing Microfoam
The design of curved surface makes it easy to hold firmly when using the product with wet hands, such as in the bathroom.
AG DEO24

Deodorant Powder Spray XL
The neck is designed to make it easy for both men and women to grip large bottles. The capless design allows for quick and easy use.
PRIOR

Beauty Gloss Eye Cream Color
The cap features a clear and easy-to-understand color design that is also easy to open and resistant to rolling. Additionally, the black tip allows for better visibility of the dispensed color, making application easier.