Japanese beauty powerhouse, Shiseido, is set to launch Beauty Vs The World, a new global campaign featuring three stunning models from mixed-race backgrounds.
Japanese beauty powerhouse, Shiseido, is set to launch Beauty vs The World, a new branding strategy featuring three multi-racial models. The beautiful models include Eniko Mihalik from Hungary, Imaan Hammam, the Dutch model of Moroccan/Egyptian decent, and Asia Chow, daughter of Anglo-Chinese restaurateur Michael and Korean-American fashion designer, Eva Chun.
The campaign, which will overhaul its image across all platforms, from products through to advertising and in-store counters, aims to make one trillion yen in annual revenues over the next five years.
The product range will also be categorised into four sectors – Defend, Regenerate, Reveal and Express. The first major product launch will be a new foundation from the best-selling Ultimune anti-ageing skincare range, which will launch in March 2016.
Have your say: Should more beauty brands feature a variety of looks in their campaigns?