The Japanese cosmetics company Shiseido, which turned 140 last year, is taking the old Shinto tradition of writing wishes on wooden plaques to the Western world in the new promotion. Originally, these pieces of wood, Emas, were taken to temples so that spirits or gods could read them—now Shiseido USA is asking its customers to leave virtual wishes in the Facebook space. The brand has launched a Facebook app #SharetheEma, allowing anyone in the world to choose a wish written on a digital decorated piece and share it with a friend.