If you're going to make a wish, wish big.
That seems to be the idea behind Shiseido's 140th anniversary initiative, in which the oldest skincare and cosmetics company in the world has focused on a new beautification project: New York City. Partnering with the New York Restoration Project, Shiseido is planting cherry blossom trees throughout the city as part of its ‘Shiseido Wishing Tree’ initiative.
That’s a plan we can get behind.
For every 140 wishes posted before December 31 on the company’s virtual wishing tree, the Japanese skin-care giant will plant one cherry blossom tree.
“Cherry blossom trees are highly revered in Japanese culture. Their symbolism evokes not just an appreciation of beauty, but of new beginnings and celebration. Through the support and partnership of New York Restoration Project, Shiseido is proud to have planted the first tree on the school grounds of PS5 Ellen Lurie so that the students and community can enjoy it for years to come,” said a Shiseido representative.
That first tree was planted on August 6, and there have already been nearly 15 trees "wished." On average, Facebook users hang 100 wishes per day.
More than 45,000 Shiseido employees will volunteer their time this year through the global Mirai Tsubaki initiative, which works towards environmental protection and awareness. And of course, for the charitable consumer, Shiseido is offering three limited edition products to celebrate their anniversary. The Zen and Camellia compact are launching in September and October, but the limited edition Eudermine Essence is available here.