These stylized blushing beauties promote Shiseido’s cold and vanishing creams. The designer, Mitsugu Maeda, takes full advantage of the more angular style of the katakana syllabary, which spells out English words and adapts them to Japanese by adding vowels, for example: "coldu kuriimu." The camellia and kanji logos served as Shiseido’s trademarks, taking advantage of Japanese—as opposed to Western—consumers’ tendency to remain loyal to a company’s entire product line once they are convinced of its superiority. Such posters were often shown in Shiseido’s and department store windows, as well as behind display counters.