Shiseido goes multicultural

Shiseido's new campaign Beauty vs the World features models of mixed-race heritage

Japanese beauty powerhouse, Shiseido, is set to launch Beauty Vs The World, a new global campaign featuring three stunning models from mixed-race backgrounds.

 

Shiseido's new campaign Beauty vs the World features models of mixed-race heritage
Shiseido’s new campaign Beauty vs the World features models of mixed-race heritage

 

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.

Shiseido Ultimune Power Infusing Concentrate is the basis for the Ultimate Foundation, due to launch in November.
Shiseido Ultimune Power Infusing Concentrate is the basis for the Ultimate Foundation, due to launch in March 2016.

 

 

 

Have your say: Should more beauty brands feature a variety of looks in their campaigns?

 

 

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