Do Good and Get Glam for Shiseido’s 140th Anniversary

By  June 28, 2012

When the oldest and one of the most successful skin care companies in the world advises you to do something, you do it. In this case, Shiseido’s is only asking for a few minutes of your time and a little yen. In celebration of its 140th year in the market, the Japanese beauty giant is calling Eudermine loyalists, serum devotees, and serious skincare junkies alike to log on, like, and leave a wish.

Start making the world a better place by writing a wish on Shiseido’s virtual wishing tree. For every 140 wishes left in cyberspace, the beauty brand will plant a cherry blossom tree  — symbolic of Japanese purity, simplicity, and a new season — with the help of the New York Restoration Project. After your tree-hugging, do-good stance, treat yourself to the original, 1897 version of Shiseido’s first-ever cosmetic, Eudermine.

The “revitalizing essence” is coined as a softening lotion and operates as a serum with the consistency of water. Due to its fluid properties, the highly-concentrated formula penetrates deeper than a regular moisturizer and actually allows a thicker, creamier moisturizer to penetrate deeper. Plus, nabbing your own vintage version of the “red water” packaging is a treat in itself: it features the original artwork of Ayao Yamana who designed for Shiseido in the 1960s and ’70s.

Make a wish, plant a tree, and get beautified while doing it? That’s a celebration we want to be part of.

Limited Edition Eudermine Revitalizing Essence, $60 at Shiseido.com | Eudermine Revitalizing Essence, $56-$79 at Shiseido.com