Shiseido set to celebrate 150th anniversary

Japanese skincare brand Shiseido is marking its 150th anniversary with the launch of a new campaign, ‘From life comes beauty'.

The campaign is accompanied by the global launch of three limited edition products, created using the brand's Life Science research that uncovers the relationship between life and beauty. The products individually symbolise Heritage, Living Innovation and Future, and include Revitalising Essence, Power Infusing Concentrate and Future Power Shot.

The campaign also includes a logo, the Alive Ring, symbolising the brand's long heritage of Life Science, key visuals using lively facial expressions from different generations and cultures, and a campaign movie featuring people from across the world giving their views on “what is beauty?”.

Advertisements will feature USA professional footballer Megan Rapinoe, singer-songwriter Hikaru Utada and actor Ursula Corbero.

In addition, Shiseido will open a digital museum to convey how the brand has continued to pursue the link between beauty and life.

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