Shiseido

Shiseido has released Tsubaki, a new brand of haircare products for women. The name (tsubaki is the Japanese word for camellia) as well as the package design and branding (the slogan is "Japanese women are beautiful") strongly emphasize the idea of a distinctly Japanese idea of beauty.

Shiseido is clearly trying to beat Kao, which has been very successful with Ascience, a haircare brand developed for Asian hair and released in 2004. Shiseido now takes this concept a step further with a product especially formulated for Japanese hair. According to the press release, Shiseido has taken the following trends into account:

• The revival of Japanese tradition and culture, which is rediscovered and at the same time rearranged in a modern way
  
• The increasing importance of beautiful hair – especially color and gloss – for an overall beautiful appearance
  
• The diversification of hairstyles, away from calm, straight hair to light and flowing/moving hairstyles

Especially the first point is quite interesting seems to reflects a broader change in consumer preferences - from products which appear foreign and exotic towards those with a distinctly Japanese image, which in turn offer consumers the chance to affirm their own Japanese identity by buying and using these products.