MIT Visualizing Cultures

Selling Shiseido – Lesson 03

Cosmetics as History
By Karen Johnson & Patty Koller

Handout 03-D | Printer-friendly PDF file

Types of Japanese Women

In the modern period, new “types” of Japanese women emerged. All of these women were potential customers for the Shiseido company. The types of Japanese women include:

Jogakusei – the female student
Atarashii onna – “the new woman”
Shokugyo fujin – the working woman
Jukyu – the café waitress
Shufu – the housewife
Moga – the “modern girl”

© 2009 Program for Teaching East Asia

Massachusetts Institute of Technology © 2010 Visualizing Cultures