| Calendar | Topics |
|---|---|
| 1928 | Launches Shiseido Cosmetics Day (through 1940) |
| Inaugurates Cosmetics Department and Shiseido Ice Cream Parlor | |
| Creates logo in alphabetic characters | |
| 1931 | Releases Shiseido Ginza Cosmetics |
| Exports Rose Cosmetics to Southeast Asian countries; starts full-fledged international business | |
| 1932 | Releases De Luxe (“Drew”) |
| Releases Modern Colour Face Powder | |
| Exports Blue Bird to Northeast China | |
| 1934 | Miss Shiseido's Advertising Campaign Begins |
| 1935 | Starts Chain Store School, a seminar for retail stores |
| Starts sales at Mark Cross, New York, but suspends them due to World War II |
