On 3 February 2020, Japanese personal care company Shiseido relaunched its Life Quality Makeup website to include more features to support cancer patients.
Shiseido’s Life Quality Makeup programme has a more than half-century history, originally established in 1956 to support people with combat burns and scars via makeup techniques. The programme has been evolving to include speciality make-up products and has opened centres that specialise in make-up consultations in Japan across Asia.
According to Shiseido, the relaunch of the Life Quality Makeup website includes more bespoke products and services for consumers who have various appearance concerns, particularly helping people who suffer from a change in appearance from cancer treatments.
Through its online consultation, users can find specialised makeup and skincare video tutorials by answering select questions. For the skin concerns caused by cancer treatment, the consultation provides advice on a wide range of concerns, including skin conditions, facial hair loss, scars and discolouration of the skin. The website is available in two languages – Japanese and English.
In recent years, ‘inclusivity’ has been a key trend in many sectors, particularly beauty. Many brands are developing their products to support groups that may have felt left out or overlooked in the past, such as people who belong to ethnic or sexual minorities. This year, such inclusivity movements are expected to become even more multifaceted, focusing on people who have disadvantages in appearance and motor skills owed to a disability or illness, such as cancer.
The action by Shiseido, one of Asia’s cosmetic giants, is highly important and impactful for this next inclusivity trend to grow further. In beauty, “inclusivity for everyone” will be a major theme for 2020’s cosmetics industry.
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