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Sue Yabe was the first designer hired by Shinzo Fukuhara for the Design Department and worked there from 1917 to 1925. At the end of his tenure he created a series of generic posters: the one on this page promotes makeup and face powder; the one on the next page, skincare. Yabe clearly understood the graphic power of simplicity. He juxtaposed the silhouetted bottle of Eudermine—which was first marketed in 1897 with a feminine, flowery rōmaji label—alongside the streamlined, up-to-date, Art Deco sensibility of the non-greasy "peroxide cream." The spare katakana text, boldly printed in white on black, completes the elegant composition. Poster for Shiseido Face
Powder, 1925
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