Shiseido stands for "praise the virtues of the great Earth, which nurtures new life and brings forth new values" and these few syllables encapsulate the philosophy of Shiseido as a company, as a brand, as a citizen of the world. It's one of the oldest cosmetics companies in the world and it just celebrated its 140th year anniversary in 2012. In Japan, Shiseido sells Aqua Label skin care for daily use, Uno skincare products for men, Anessa for sun protection, Maquillage for counselling-based makeup products, Integrate and Majolica for self selection based products. There are over 25000 counters of Shiseido in Japan and it's a widely recognized global brand.