The Shiseido Group is promoting various support activities to restore peoples' livelihoods in the Tohoku region, in which a wide range of initiatives are being developed, including volunteer activities at shelters and the distribution of cosmetics.
The Tohoku Branch of Shiseido Sales Co., Ltd. (Sendai, Miyagi prefecture) has developed Beauty Support Activities, in which Beauty Consultants provided skincare and cosmetic services in response to demand from shelter residents in the respective areas of Iwate, Miyagi and Fukushima. Hand massages were offered not only to women but also to men and children, plus facial massages were offered to women. Additionally, 30,000 cosmetics sets, including skin lotion and emulsion, were prepared and distributed together with leaflets summarizing how to use cosmetics and useful daily information for people taking shelter.
The majority of people moved to temporary housing in line with the closure of shelters in autumn. Although many people wanted to receive skincare and massage services only from April to the summer season, there were more comments towards the winter season saying that they "want to wear their usual makeup." To this end, approximately 50 Beauty Consultants were gathered nationwide from Hokkaido to Okinawa, in which they were separated into teams and visited temporary housing assembly halls in Miyagi Prefecture to offer individual makeup services from skincare to putting on lipstick as the final touch. We received many encouraging comments such as, "It feels like my life is back to normal" and "It made me feel positive," as well as heartwarming words such as, "Please come and visit us again."
Amid a situation in which rehabilitation efforts are expected to take a long time, Shiseido provided cosmetics sets for people who are still forced to live in temporary housing in the three prefectures of Iwate, Miyagi and Fukushima so that they could celebrate the New Year with even just a little more hope and cheer. In addition to skincare and makeup items, the cosmetics sets also included other items such as hair care products, hand cream and lip cream, which are essential for the cold winter season. A total of approximately 180 employees visited houses one by one and handed out approximately 12,000 cosmetics sets. Residents who received these items were full of smiles and we received many words of appreciation such as, "We are so grateful for receiving heavy items like shampoo because shops are far away from temporary houses."
Oomagari Elementary School, which is located near the sea in Higashi-Matsushima in Miyagi Prefecture, was struck by the tsunami that hit the building at a height of 1.7 meters so that physical education classes could not be conducted for a while even after the debris was removed.
During this time, the Shiseido Running Club organized a jogging class, having received a letter that was sent to Shiseido from a teacher after the earthquake disaster. Athletes who had participated in the All-Japan Women's Corporate Ekiden Championship, which was held on the day before the event in Miyagi Prefecture, ran around the playground and worked up a sweat together with all of 359 school children, who were wearing pink gloves that were a gift from Shiseido.
In a program activity that enabled the children to get a sense of the actual running speed of athletes, some children were trying hard to follow them. Everyone was keen on passing a sash to the next person during the practice session. Many questions were also raised during the Q&A session such as, "How can I run faster?" and "Didn't you ever get tired of practicing?" The children raised their small pink hands all at once as an athlete asked a final question: "Raise your hands if you want to become an Ekiden athlete!"
On this day, laughing voices, cheering and applause were continuously heard from the school playground and smiling faces were everywhere, with everyone connected by a single sash.
SHISEIDO LIFE QUALITY BEAUTY SEMINAR activities are provided for elderly and developmentally challenged individuals free of charge around the world, yet are locally based. After the disaster, beauty seminars were also conducted at evacuation centers in the Kanto area where people from the Tohoku region were sheltered, allowing them momentary relaxation from life in the shelters. We hope to encourage such people even just a little through facial and hand massage services.
During the three-day period from April 29 to May 1, Artist's Action for Japan - the Great East Japan Earthquake Charity Drawing Project was held at Word Shiseido (9th floor, Tokyo Ginza Shiseido Building). This project was launched by members, mainly young students who aspire to become artists or performers, as a means of supporting recovery from the Great East Japan Earthquake. Artists who applied to take part gathered during the event period, drew pictures on site and sold them at the venue. A total of 549 people visited over the course of three days and the proceeds of approximately ¥600,000 were donated to the disaster-affected areas via the Japanese Red Cross.
Shiseido is providing assistance to non-profit organizations promoting volunteer activities in disaster-affected areas. In line with the summer holiday period when student volunteers typically increase in number, we provided Anessa sunscreen products to three volunteer organizations carrying out activities on site. The Company also distributed long sleeve original T-shirts for volunteers to wear during activities, thereby supporting volunteer activities during the summer.
Shiseido has a human resources program in place called Social Studies Day. Under this program, employees in Japan are allowed to take up to three days per year to conduct social activities as normal work. In the wake of the earthquake disaster, the Company decided to extend the number of days for this program from the usual 3 days to up to 7 days, thereby supporting employees’ participation as volunteers in disaster-affected areas.