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Three new models represent the global range of the brand: Eniko Mihalik, Imaan Hammam and Asia Chow |
Shiseido has unveiled an updated strategy to establish itself as one of the world’s leading cosmetics and skincare brands. The company, which was founded in 1872 in Japan, also aims to make the most of its long legacy in the beauty business.
Travel retail is a key focus for the brand through a dedicated team based in Singapore. Shiseido has divided the world into six territories with travel retail as a separate territory and with an ethos of “˜think global, act local’ as its guiding principle.
This is part of the company’s mid-to-long term plan, entitled Vision 2020, which seeks to improve communication and expand touchpoints with its customers.
From January 2016 a comprehensive brand innovation will be rolled out, overhauling everything from products to advertising and store counters to the logo. Spearheading this change is newly appointed Creative Director Ruba Abu-Nimah, who has a track record working with global prestige brands. The company explains that the idea is to, “express elements of contemporary Japan fundamental to Shiseido from a global perspective”. This is combined with a philosophy that centres on the role of beauty as a force for good and that celebrates empathy and the recognition of the diversity of beauty throughout the world.
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Shot by leading fashion photographer Mario Sorrenti, the new advertising campaign features the rebrand |
Shiseido’s product range has been redefined into four categories: Defend, Regenerate, Reveal, Express. This is designed to be easier for consumers to navigate, particularly in the time-constrained environment of travel retail.
The first stage of restructuring centres around Ultimune, Shiseido’s core product, with a new foundation set to launch in March 2016. For the travel retail market, Jumbo Ultimune has already been launched with a limited edition duo pack planned along with more travel retail exclusives and travel-specific sized products to come. Shiseido Ultimune and the new foundation will be the first to be represented by new advertising visuals including a strong presence within travel retail media.
There is a new logo which features the addition of the words Ginza and Tokyo to further accentuate the Japanese connection.
Inspired by the Japanese concept of Ichigo Ichié, an invitation to treasure each meeting as it will never recur, visitors to Shiseido travel retail counters will be greeted by examples of the new visuals. The counters will feature red lines over a white base decorated by a camellia shaped icon.
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Shiseido’s core product, Ultimune, is central to the first stage of the rebranding, notably in travel retail | |
