How on earth do you celebrate a 140th birthday? If you’re Shiseido—the legendary Japanese beauty brand and the world’s oldest—cake and ice cream just won’t do. To ring in the big 1-4-0, Shiseido is sponsoring a yearlong Facebook campaign called Wishes for the World, where anyone can make a wish and for every 140 of them a cherry blossom tree will be planted somewhere in New York City (in conjunction with the New York Restoration Project).
Of course, it wouldn’t be a birthday without some presents. Shiseido is also launching several special editions: Eudermine Revitalizing Essence, its very first cosmetic offering; a mini-bottle of the forthcoming fragrance Zen Secret Bloom, to whet your appetite for the September launch; and finally, in October, a rosy Camellia compact designed by resident makeup artist Dick Page. Which is a lot like the icing on the cake.