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Marketing modern femininity: Shiseidō’s approach to selling beauty in interwar Japan

Erica Tso

Journal of Historical Research in Marketing2025https://doi.org/10.1108/jhrm-09-2024-0075article
AJG 1ABDC B
Weight
0.50

Abstract

Purpose This study aims to examine the evolution of cosmetic advertising in Japan during the 1920s and 1930s, a time characterised by notable cultural upheaval and Western influences. Focussing on Shiseidō as a case study, it explores the interplay between traditional and Western beauty standards, highlighting how this leading cosmetic brand shaped perceptions of femininity and cultural aesthetics. Design/methodology/approach This research analyses Shiseidō’s brand magazines, packaging and store designs from the interwar period. Primary sources, including Shiseidō Geppo, Shiseidō Gurafu and Hanatsubaki, offer insights into cosmetics marketing and its cultural impact. Findings The findings reveal that Japanese cosmetic advertising during this era adopted both traditional and Western beauty ideals. Shiseidō and other brands skilfully integrated these diverse influences to create a unique aesthetic that appealed to modern Japanese women. This approach not only promoted beauty products but also reflected and reinforced the evolving notions of a new modern femininity. Originality/value While numerous cosmetic companies thrived in interwar Japan, this study focuses on Shiseidō for its luxury positioning and broad cultural impact. This research addresses gaps in current scholarship which has mainly focused on Western cosmetic practices. Additionally, the study offers a nuanced perspective on moga (Japanese modern women), presenting them as a hybrid of Western and traditional styles and highlighting the complex, non-linear nature of their transformation.

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https://doi.org/https://doi.org/10.1108/jhrm-09-2024-0075

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@article{erica2025,
  title        = {{Marketing modern femininity: Shiseidō’s approach to selling beauty in interwar Japan}},
  author       = {Erica Tso},
  journal      = {Journal of Historical Research in Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1108/jhrm-09-2024-0075},
}

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Marketing modern femininity: Shiseidō’s approach to selling beauty in interwar Japan

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.