Shiseido, the oldest cosmetics and skincare company in the world, launched a new and unique Facebook application for all to enjoy this holiday season. Founded in 1872 as the first Western-style pharmacy in Japan, Shiseido is digitizing the centuries-old Japanese tradition of wishing wall prayers with the recently-launched #ShareTheEma Facebook campaign.
This holiday and into the New Year, everyone share a free virtual ema with loved ones! Simply to go Facebook.com/Shiseido or ShiseidoShareTheEma.com. When visiting the app, start by selecting an ema of your choice. Each ema represents a different Japanese-inspired art and focuses on a positive virtue, like compassion, kindness or strength. After selecting your ema, share on your friend’s Facebook wall as a token of appreciation, a wish, or a form of prayer.
#ShareTheEma derived from centuries ago in Japan, when people donated horses to temples in exchange for wishes. By the 10th century, the tradition had evolved and wooden ema (literally translated to mean ‘horse’) plaques became prevalent at shrines, hung on a wishing wall as a form of prayer. Now, Shiseido has continued the evolution of this century-old practice in a new, digital way with the launch of the #ShareTheEma application.