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Feature Article 2 Assisting Fukushima in Tohoku region through the “Fukushima Sakura Project”

KOSÉ has joined the “Fukushima Sakura Project” every year since 2013 as part of its disaster recovery assistance to areas affected by the Great East Japan Earthquake. In April 2015, which marked the third anniversary of the project, we donated, for the first time, a seedling of a new species of cherry tree that had been cultivated with the help of cosmetic campaigns uniquely designed by KOSÉ. The tree was donated to Aizu Wakaba Kindergarten (Aizuwakamatsu City, Fukushima). Cherry tree seedlings have been steadily spread throughout Japan, and so have smiling faces.

Fukushima Sakura Project

In areas severely damaged by the Great East Japan Earthquake, restoration has been progressing steadily. In Fukushima, however, due to the delay in recovery as a result of the nuclear accident, both direct and indirect assistance is still needed.
The “Fukushima Sakura Project” was launched in 2013 with the cooperation of numerous companies with the aim of keeping the situation in Fukushima firmly in the public consciousness. A publicity endeavor, the project is built around the symbolic gesture of delivering to areas throughout Japan and abroad a new species of cherry tree that has been cultivated in Fukushima with the aim of drawing attention to Fukushima and encouraging people to extend a helping hand.
Participating companies deliver the new species of cherry tree to as many people as possible in whichever way they like to encourage them to act to create a place where future generations can live safely.

The new species of cherry tree delivered throughout Japan

The new species of cherry tree has been developed by the Forestry and Forest Products Research Institute and donated to Fukushima Prefecture as a symbol of efforts to restore Fukushima in Tohoku.
Seedlings of the new species, named “Haruka,” have been grown since 2013 in a seedling house built at the Fukushima Prefectural Forestry Research Center. In 2014, the Center started donating seedlings to places outside of Fukushima. More seedlings will be donated to various other places throughout Japan.

President & CEO
Kazutoshi Kobayashi

Our hope entrusted to the “Fukushima Sakura Project”— Invigorating Japan through “Beauty” —

The more time passes, the fewer opportunities there are for people away from the earthquake-affected areas to think about those who are still struggling to restore their lives. The symbol of the “Fukushima Sakura Project” is the cherry blossom, the beauty of which, just like cosmetics, makes people smile. This is why KOSÉ joined the project. The earthquake hit Fukushima in the spring. Despite the devastation inflicted, the donated trees will blossom every spring for years to come. I’m sure people seeing the trees in full bloom will take a moment to remember the affected areas.
In our activities, KOSÉ has emphasized forging ties with customers and retailers over many years. In the “Fukushima Sakura Project,” cherry trees that have originated from Fukushima will surely help build ties between people in the affected areas and others throughout Japan. It is my hope that “Haruka” cherry trees will be a beautiful addition to cities throughout Japan and that we can see hearty smiles on the faces of those in the Tohoku region as early as possible.

Efforts in FY 2014-1Co-sponsorship of projection mapping on Tsurugajo Castle

Theme for 2015: Akabeko Monogatari (Akabeko Cow’s Story)

The third “Tsurugajo Castle Projection Mapping” was held in March 2015. A large image of flowers was projected onto the wall of Tsurugajo Castle, a symbolic icon of Fukushima’s Aizuwakamatsu City, to convey the strong determination of the people of Fukushima to move forward to meet the future. The Yume-no Haru (“Spring in Dream”) Design Contest was held simultaneously, with 100 entries created by sixth graders in Fukushima Prefecture under the theme of “Yume-no Haru” exhibited. The number of participants in this event from prefectures other than Fukushima has been increasing every year, helping support the recovery of the tourism industry.

Efforts in FY 2014-2Distribution of the new species of cherry tree through cosmetics campaigns

KOSÉ has since 2013 supported a project to breed a new species of cherry tree through its cosmetics campaigns. For the campaign starting January 2015, we chose, as in the previous year, ESPRIQUE and COSME DECORTE, two of our signature brands, to serve as campaign products. In addition, we also included PREDIA. During the campaign period, a campaign logo is placed on the outer packages of products sold under these brands and a portion of the sales proceeds from these products were donated to help cover the breeding-related costs. The colors and scents used for the packaging and puffs of designated products were designed to be associated with the new species of cherry tree so that users of these products can take a moment to think about Fukushima in the Tohoku region.

Products chosen for the “Fukushima Sakura Project” campaign in the past

  • August 21 – October 31, 2013 Esprique Beautiful Skin Pact UV Limited Kit 2
  • November 1 – December 31, 2013 Cosme Decorte Moisture Liposome Limited Kit
  • February 16 – April 30, 2014 Esprique Beautiful Stay Pact UV Limited Kit
    Esprique Beautiful Stay Make Up Base
  • March 16 – April 30, 2014 Esprique Sakura Blossom Loose Cheek
  • August 21 – October 31, 2014 Esprique Beautiful Stay Pact UV Limited Kit 2
    Esprique Moist Make Up Base Limited Kit
  • January 16 – March 31, 201 Cosme Decorte Moisture Liposome 60 ml/40 ml
  • February 16 – March 31, 2015 Predia Liner in Eye Shadow (limited colors)
    Predia Jelly Rouge CL (limited colors)
  • March 16 – April 30, 2015 Esprique Sakura Blossom Loose Cheek (Limited product)
    Esprique Sakura Blossom Teardrop Eye Liner (Limited product)
    Esprique Rich Fondu Rouge (limited colors)

Efforts in FY 2014-3Happy sounds of energetic children at play under cherry trees in full bloom

Time capsule buried under the tree

Among the children attending Aizu Wakaba Kindergarten, to which KOSÉ has donated a cherry tree, there are those who have been evacuated from other cities and towns in Fukushima Prefecture. Under the tree, a time capsule containing the “future dreams” of the kindergarten children was buried. As the tree grows, we hope their dreams will grow with it. We are planning to donate more cherry trees to more kindergartens and daycare centers.

Fukushima Branch Director, KOSÉ SALES CO., LTD. Kenji Ishiguro

Four years have passed since the Great East Japan Earthquake. What Fukushima has lost to the disaster is immeasurable but, in the process of recovering from it, ties among people have been strengthened. We strongly feel, through the distribution of the new species of cherry tree, that people throughout the nation are extending a helping hand to support recovery efforts in the affected areas. We will continue our efforts to help children, who are the next generation, grow healthy and strong, and to bring back smiles to the faces of disaster-affected people with the “power of cosmetics.”

Support Programs in Areas Affected by the Great East Japan Earthquake

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