Shiseido unveils a new image

By

Sarah Ahssen

Published
Oct 12, 2015

'Beauty vs the World" is the name of the forthcoming communications campaign by Shiseido. Embodied by Enikő Mihalik, Imaan Hammam and Asia Chow, three cosmopolitan faces photographed by Mario Sorrenti, the campaign raises the Japanese cosmetics brand to international status on the highly competitive beauty market.

In addition to launching this campaign in January 2016 to promote the Ultimune range, as well as a new foundation as of March, Shiseido will revamp its retail corners inside department stores. The brand is also creating a new tag line by adding the words 'Ginza Tokyo' below its name, to highlight its Japanese identity. Available in 88 countries, Shiseido also appointed Ruba Abu-Nimah, formerly with Bobbi Brown, as creative director.

The new positioning is part of the Shiseido group's strategic plan for its brands (Shiseido, Nars, bareminerals etc.). Labelled 'Vision 2020', the plan aims chiefly at increasing investment in research and development, without neglecting marketing investment either.