Shiseido’s chief art director since 1989, Shunsaku Sugiura has encouraged his team’s young designers to respond to Japan’s growing appreciation for kawaii. A complex phenomenon deeply rooted in Japanese culture, kawaii is usually (and deceptively) translated as "cute." Here the bright colors and whimsical shapes, which resemble mushrooms and spinning tops, convey the strong nostalgia for youth and playfulness that are characteristic of kawaii.

Shower Cologne Pocket collection, 1985
Shunsaku Sugiura, art director and designer
Plastic containers
2 5/8 x 1 7/8 x 1 7/8 in. and 1 7/8 x 3 1/4 x 3 1/4 in.