On the Achievements of Operation and Package Design achieved by Advertising Department of Shiseido in the 1960s

A study based on an interview for in-house designer of Shiseido–Shunsaku SUGIURA

Abstract

Due to the bold attempt of Shiseido in package design of male cosmetics in the 1960s, the traditional image of Shiseido was turned over since then, which enabled diversified package design of Shiseido. By interviewing Shunsaku SUGIURA an in-house designer of Shiseido at that time, as well as the historical documents of Shiseido and literature, this paper identifies the achievements obtained by Advertising Department of Shiseido in the 1960s.