As a frequent consumer of Shiseido cosmetics product line, I grew up experimenting with the innovative alterations made in Shiseido products as well as witnessing the changes in packaging from the late eighties up until now. As a young child I was exposed to my mother's religious use of Shiseido in the morning, Shiseido in the evening, and of course, application and re-application of her war paint throughout the day. That exposed me to the company's striking advertisement designs. Not only does Shiseido provide women with the ingredients that promote a modern lifestyle; it also uses art as an essential tool for promoting. Anyone who has used its products is familiar with the elegance and exquisite artistry that corresponds with the beneficial aspect of its cosmetics, an accomplishment that gave this leading cosmetics company the right to have its own exhibition at the New York University Grey Art Gallery from September 15th - October 28th, 2000.

Originally founded in 1872 as a Western-style pharmacy, Shiseido has now evolved to become one of the leading cosmetics enterprises in the world today. A great deal of knowledge about the company's history can be obtained simply by walking through the exhibit and observing how packaging and cosmetic needs have changed with the times. A connection is drawn between the Japanese artistry and role of history apparent in Japan's detachment from the coattails of Chinese culture. Instead Japan delved into a more Westernized perspective of art and culture. This fusion of East and West began in the Early Meiji period (1868-1912), as illustrated in one portrait, where the latest in Western hairstyles with three "recipes" for hair treatments were shown on a Japanese woman in traditional kimono attire. The role of women began to change with the emergence of beautifying remedies that affected not only appearance, but activities that embellished a new feminine attitude as well. Portraits of women positioned before vanity mirrors applying lip rouge, and a slightly more daring one, of a woman's robe falling slightly off her shoulder, all created a new perspective of the "modern woman" of that era.

Proceeding further into the exhibit, evidence of the Western influence on Japan is displayed as the influence increased around the 1920s. French inspiration was clearly apparent in the packaging of the cosmetics. The Chairman of Shiseido's request for "richness," exotic names, elegant bottles, and fancy gold labels resembling a French artistic style were requested as Paris was the epicenter of art and cosmetics at that time. The influence of Art Deco, Italian Futurism, and Russian and German Constructivism initiated a new combination of art known as "Japanese Modern," where art was considered an essential part of Japanese culture.

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