Japanese prestige beauty brand Shiseido — flagship brand of the Shiseido Group — is celebrating its 150th anniversary with the launch of the ‘From life comes beauty’ global campaign.
The campaign underlines Shiseido’s commitment to connecting beauty and life. The campaign also marks the launch of three limited-edition 150th anniversary products, born from the Shiseido’s Life Science research.
From Life Comes Beauty
The global campaign was designed to encourage people to think about the essence of beauty and life. Shiseido believes that if people around the world, regardless of race or gender, were to engage in conversation about how life and beauty are related, that it would lead to a more inclusive and open future.
The campaign’s emblem is the ‘Alive Ring’, which symbolises Shiseido’s long heritage of Life Science research. It features Shiseido’s signature red colour and circular arabesque patterns.
The campaign’s key visual features a diverse and inclusive group of people, underlining Shiseido’s belief that the beauty and life can be found in everyone.
This sentiment is mirrored in the campaign film, which features 150 people from different ethnic backgrounds, genders, and ages giving their individual answers to the question ‘what is beauty?’. Finally, Shiseido has unveiled the ‘Life and Beauty Museum’ which is a digital showcase of Shiseido’s study of life and beauty over the last 150 years.
The 150th Anniversary Collection
Shiseido has been studying the vital connection between life and beauty through its study of immunity, neuroscience and bloodstream.
The 150th anniversary collection is the pinnacle of this research. The three-piece range represents different Shiseido pillars which include heritage, living, innovation and future. The collection comprises the Eudermine Revitalizing Essence, Ultimune Power Infusing Concentrate III and the Ultimune Future Power Shot. The first two are available in global travel retail.
The 150th anniversary limited-edition Eudermine Revitalizing Essence (100ml) and Ultimune Power Infusing Concentrate III (100ml) are now available in Japan and Asia Pacific travel retail. The latter is a travel retail-exclusive and is also available in Americas travel retail.
The expressions feature an arabesque motif that was originally created during the Taisho era (1912-1916) by Sue Yabe, a member of the company’s design department. The motif was transformed using 3D software to express a modern dynamism that pays tribute to Shiseido’s past.
The Eudermine Revitalizing Essence was originally created in 1897 and marked Shiseido’s first-ever Western pharmacology-influenced product. The essence was known as ‘Shiseido Red Water’ by fans. It relaunched in 1997 as Eudermine Global to mark its 100th anniversary.
Today, the new limited-edition Essence is presented in a glass bottle that was inspired by its original shape, decorated with Shiseido’s arabesque motif that showcases the liquid’s vibrant red hue. It is packaged in FSC-certified carton.
The Ultimune Power Infusing Concentrate III, Shiseido’s best-selling serum, was refreshed in 2021 to further boost the skin’s defences. Ultimune has been equipped with the brand’s patented The Lifeblood and ImuGenerationRED Technology that boosts blood circulation and fortifies the skin’s defences.
https://www.youtube.com/watch?v=9VxzrvJMw90
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