Shiseido turned 140 in April, and is marking this anniversary with its Mirai-Tsubaki project, which will continue through the end of this year. The project’s mission is to express its gratitude to Shiseido’s customers and society, by spreading “beauty and wellness” throughout the world. In all, 290 global “social contribution” projects will be completed by December.

Upcoming activities include organizing beauty events for women in disaster-affected areas, such as Tohoku, Saitama, Nagoya and Kawasaki. Shiseido is also recycling the scrap from the production of cosmetic packaging and using it to produce kaleidoscopes, which will be donated to Red Cross Children’s homes in these areas.

Shiseido Americas’ project, in conjunction with New York Restoration project, is to plant cherry-blossom trees as part of its “Wishes for the World” campaign. Shiseido has been asking its customers to post a message about hope on its Facebook page. For every 140 messages, acherry blossom tree will be planted at various locations throughout New York City. To date, there are over 3,500 “wishes,” and the first tree was planted in August.

Shiseido says this is a way of realizing its mission, which is to cultivate relationships with people. The company stated: We appreciate genuine, meaningful values. We create beauty, we create wellness.”