Not just your mum's brand

Century-old labels are leveraging digital platforms and engaging younger ambassadors to stay relevant

- Louisa Lim

The 25-year-old nurse chooses to cut back on clothes and other expenses so she can splurge thousands of dollars a year on skincare from Shiseido, a Japanese brand steeped in more than 150 years of history.

Shiseido founder Arinobu Fukuhara, a former head pharmacist to the Imperial Japanese Navy, established the brand in Tokyo in 1872 as the country's first Western-style pharmacy, before the brand evolved into one of the world's most renowned beauty empires.

Ms Ong was introduced to Shiseido at age 16, during a mother-daughter trip to Tokyo. “My mum said it was time to look after my skin and suggested I start with Shiseido's basics – toner, moisturiser and sunblock,” she says.

At first, skincare was not something the then teen paid much attention to. However, soon after incorporating Shiseido products into her routine, she became a loyal customer because she noticed an improvement in her complexion.

Shiseido's innovation stretches back to its early days, when it introduced the Rainbow Face Powder in 1917, offering seven shades at a time when white face powders were the norm. The tinted powders, particularly favoured by geishas for their flattering effect under electric lighting, allowed women to create custom shades to suit their skin tone.

Shiseido's commitment to pioneering beauty solutions resonates deeply with Ms Ong. Over the years, she has expanded her routine from just the basics to include its Ultimune serum, a cult favourite that is said to enhance the skin's ability to absorb moisture and maintain its radiance. She has tried and tested the product against similar ones from other brands.

She adds that she has friends around her age who use Shiseido as well.

Her loyalty has not gone unnoticed. Ms Ong is now one of Shiseido Singapore's younger VIP customers, enjoying perks such as early access to product launches and exclusive sales previews.