Shiseido, one of Japan”s largest cosmetics, fragrance, health and beauty product manufacturers, will hold a corporate cultural exhibition at the Shanghai Art Museum for 24 days from June 30 through to July 23 in conjunction with World’s Fair – Expo 2010 Shanghai China. The company is taking advantage of the oportunity to exhibit products to the many people from China and overseas that are expected to visit. Shiseido says it will exhibit approximately 1,000 items. This will be the first time a Japanese company is conducting an exhibition at the Shanghai Art Museum.

Shiseido has steadily established its presence in the Chinese market since 1981. During this period, the Chinese woman’s consciousness toward beauty has dramatically risen, and today, Shiseido products are used regularly by many.

There are other connections between China and Shiseido, as evidenced by the origin of the company’s name. Shiseido is derived from a classic Chinese text the “Yi Jing” (“Book of Changes”). Along with Shiseido’s gratitude to China for its company name, the cultural exhibition will be held at this time as a means of conveying Shiseido’s sense of beauty and principles of beauty accumulated over its 138-year history to many people visiting Shanghai from China and all over the world. Exhibited items will be mainly selected from approximately 100,000 materials stored at the Shiseido Corporate Museum and Shiseido Art House.

Shiseido has launched a new fragrance line called Shanghai Bouquet in commemoration of Expo 2010 Shanghai China. Shanghai Bouguet has a design and fragrance motif of a white magnolia, which is the flower for the city of Shanghai. The product name is imbued with Shiseido’s desire that users will always remember Shanghai. Respective items are already being sold in such places as gift shops at tourist attractions as well as airport and hotel shops, and will also be sold at the expo venue.