Following the introduction of broadcast television into Japan in the early 1950s, Shiseido extended its promotional campaigns to the new medium. The television commercials on view here—dating from the 1960s to mid-1970s—display the careful attention to lifestyle issues also seen in Shiseido’s in-house journals, magazine advertisements, and posters. But in contrast with Shiseido’s print ads, which often promoted a highly stylized, artificial look, its TV commercials usually emphasized a more natural appearance. And while American cosmetics commercials of the same period tended to depict women engrossed in their own beauty or preparing for romance, Shiseido’s TV spots often presented situations involving girlfriends—girls or women talking on the phone or walking down the street together—reflecting the importance of peer approval in Japan. In the late 1960s Shiseido’s ads began to show women actively engaging in sports and being openly affectionate with men, breaking a longstanding Japanese taboo against public displays of affection. Often humorous and always ingenious, Shiseido’s television commercials have won many major awards.

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