In recent years, it is apparent that each company and corporation is working to convey their each and individual corporate value and brand value. This movement is taking place in movies, web, stores, SNS and etc.　

In March of 2011, because of the Tohoku Earthquake, Fukushima, which has been devastated by the nuclear accident, has still not been able to reconstruct. However, by using the 'Power of Makeup', Shiseido was able to fulfill the dreams of Fukushima children, and give them hope for the future. An event was held, showcasing posters that reflected the children’s dreams created by Shiseido’s hair and makeup artists and designers, delivering smiles to children and people in the area. By creating a website of the campaign, many messages of encouragement were delivered to Fukushima from all over Japan.

This campaign that supports the children of Fukushima, was able to acquire the support of Mainichi Newspaper, which is also celebrating their 140 years as a company in 2012, same as Shiseido. With the use of newspaper reports, magazine articles, television broadcasts, digital signage in train stations, and many more, we were able to promote the campaign extensively using numerous media. Also with the participation and support from many different companies and creative minds that has relations with Shiseido, we were able to bring out the greatest of the children’s smiles even on a small budget, by using the passion of those involved. Lots of messages and contributions were collected on the website, to a total of 751 messages, and 506000 yen in donations. Because the event and campaign was introduced in many different television broadcasts and local newspapers, numerous people came to the event. In a survey given to the visitors of the event, 99.7% were positive reviews.