Shiseido creates new advertising campaign for 2017

By Natasha Spencer

- Last updated on GMT

Shiseido creates new advertising campaign for 2017
The New Year sparks a new marketing message for the Japan-based beauty powerhouse as it seeks to emphasise the power of beauty from within.

Shiseido hopes to strengthen its corporate mission of  “inspiring a life of beauty and culture”​ in 2017, by adopting the slogan “beauty lies within… And every time we bring it to light, we make the world a little brighter”.

The brand-new concept, which will be launched with accompanying promotional efforts that celebrate beauty from the inside out, is set to support Shiseido’s ongoing objective.

It plans to use its popular and long-standing position in the beauty business to help people attain personal beauty, and in turn, add value to the wider society, globally.

Exploring internal beauty

The advertising endeavour centres around the theme of exploration and the power of beauty. This is communicated through displaying a number of individuals following different lifestyles around the world.

To make its influential new mark in 2017, the multinational personal care giant placed its visual campaign and message in a staggering 50 national, regional and prefectural newspapers throughout Japan on the 1st January.

On the same day, Shiseido published a new campaign page on its official website to maximise awareness and achieve consistency across multiple online and offline marketing channels.

Going forward, the company will use visuals to carry out various activities, including appearing in corporate publications such as the annual report and posters used at corporate sponsored events, to generate further appeal.

The meaning behind the images

The campaign itself features two advertising images that pair the core marketing strand and tagline associated with the belief that beauty lies within.

As a prime promotional tool that embodies two fundamental connotations of Shiseido, one shows a cityscape of Tokyo’s Ginza — Shiseido’s home — while the other indicates social diversity such as nationality, gender and age.

Shiseido has also started 2017 with a newly-selected main model for this year and beyond, Yuka Mannami, who is the face of the ‘Beauty lies within’ campaign. Mannami and the models featured in the second image promote happiness and fulfilment through larger-than-life smiles and laughter.

Bringing inherent beauty out

In addition to the brand emphasising beauty in both sport and fashion on its website, the accompanying Beauty in Diverse Special Content page covers beauty in one’s life, stating: “Shiseido believes that every person possesses inherent beauty,  uniquely shaped by one’s lifestyle, stage of life, gender and so on.”

It also highlights that by using the power of beauty”,​ it encourages each individual to pursue their unique beauty in different ways”​.

The brand emphasises its supports for consumers’ confidence in their appearance by striving to offer make up solutions to serious skin or appearance-related concerns that help to overcome physical and mental worries.

Shiseido also highlights how it seeks to provide support and comfort by beauty and personal care products throughout various life stages from babyhood, while also creating child support initiatives and marrying makeup simulation technology with online meeting systems via ‘telebeauty’ to support working mums.

It also promotes equality around the world and emphasises its stance on being barrier free through ensuring that “every person enjoys their daily lives regardless of gender”​ and that the company successfully understands the “desire for beauty of all those with and without disabilities”​.

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