A Japanese cosmetics company is adapting the Shinto tradition of worshippers writing wishes on plaques, for the social media age.

Remixing Tradition, one of our 10 Trends for 2014, is the idea that rather than discarding traditions, people are mashing up the old with the new to create their own recipes for what feels right. As part of this trend, people are coming to a new appreciation for old traditions—whether from their own or other cultures—as they look to balance out rapidly changing social norms and customs.

A new Shiseido effort in the U.S. shows how brands can leverage this sentiment. The Japanese cosmetics company is adapting the Shinto tradition of worshippers writing wishes on ema, small wooden plaques, for the social media age. A Facebook app, #SharetheEma, lets users honor those who inspire them by sending a virtual ema. Sample message: “Your beauty is only surpassed by what you hold inside.”

Image credit: Shiseido