Among the top ten cosmetics groups in the world, Shiseido is the second global brand after L'Oreal and Estee Lauder, and is also the largest cosmetics company in Asia, firmly occupying the top spot in the Asian cosmetics market. Shiseido started as a Western-style dispensing pharmacy and has made a name for itself since developing Eudermine lotion in 1987.
 
After 1960, Shiseido entered the European and American markets, and in the 80s, it continued to expand overseas markets through acquisitions, and successively acquired many European and American brands. Shiseido has segmented consumer groups according to different age levels and genders for different markets, and now has more than 20 brand lines, covering high-end and mass lines, and its flexible brand strategy has made it successful in different regions and market segments.
 
Shiseido's hand cream products are not available in many styles, but the most popular ones are the red type that is penetrating and nourishing, and the white type is moisturizing and refreshing, and they are both available in cans and tubes. The red type uses urea and glycerin as the main moisturizers, and the official urea content is up to 20%, which has a good moisturizing effect. In addition, moisturizing ingredients such as dipropylene glycol, xylitol and vitamin E are added to enhance the moisturizing effect. In terms of use, the red style is relatively thick and heavy, and the cetyl ethylhexanoate is a cheap alternative to natural squalane, with good waterproof performance and ductility, smooth skin feel, and may be slightly sticky for people with good hand condition. In January 2018, the Shanghai Municipal Consumer Protection Commission released a review of 27 hand creams, and this hand cream ranked first in terms of moisturizing efficacy. The red balm contains orange massage granules and urea to help soften keratin, and can also be used as a hand mask before bed for those with severe dry hands and thick stratum corneum.
 
The white moisturizing and refreshing type has a relatively light and thin texture, basically no greasy feeling when you get started, and it is easy to apply, and the moisturizing degree is much inferior to that of the red model, and the moisturizing is not long-lasting enough, which is more suitable for use in spring and summer. Both hand creams are fragrance-free, so those who are interested in meaning can choose with confidence. Shiseido hand cream is close to Kao in terms of price, and the red 100g canned is around 50 yuan, which is also a representative of good quality and low price.