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During the Second World War, Shiseido scaled down its promotions and cosmetics production. For example, a 1944 Shiseido lipstick came in a wooden case since all metals were allocated toward the war effort. The subsequent Allied Occupation, which followed immediately upon Japan’s defeat in August 1945, instigated enormous social reforms and other changes. By the next year, Shiseido began to advertise again. Designed by Tadashi Ohmi, this is the first postwar poster for Shiseido cosmetics to employ color photography. The model, who wears Western clothes, is Setsuko Hara, the well-known actress who later appeared in Yasujiro Ozu’s classic postwar film Tokyo Story (1953). Poster for Shiseido
Cosmetics, 1946
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