On 2nd June 2018, in Tokyo, the company announced the re-launch of its hero serum. Shiseido emphasised the global celebrations that would be taking part to mark the brand’s mission towards creating #StrongSouls.
Simultaneous festivities took place internationally. The first of these was held in Paris on 31st May before the celebrations went on to the brand’s birthplace, Tokyo, followed by Hong Kong, Taipei, Bangkok and Singapore. The final beauty showcase took place in Malibu, US, on 1st June.
These celebrations, which aim to re-introduce Shiseido’s Ultimune Power Infusing Concentrate, form a significant part of the company's brand rejuvenation journey and wider goals set out in its Vision 2020.
These global launch parties plan to kick-start the product and brand ethos revival into mainstream personal care. As a result, Shiseido has also enlisted the support and partnership of dance artist and choreographer, Koharu Sugawara.
Hailed as Shiseido’s best selling product in its range of the same name, its appeal was apparent shortly after its launch, with the personal care giant selling one bottle every 13 seconds.
Receiving over 132 beauty awards globally as of December 2017, this is more than any other product in Shiseido's product portfolio spanning its 145-year history.
Now that the leading solution is back on the market, Shiseido plans to maximise product uptake and its ability to receive repeats purchases from loyal consumers by harnessing its #StrongSouls campaign.
“A salute to the inner strength of every individual, #StrongSouls invites each of us to embrace our own convictions, our personal power and the empathy that unites us with others, through these shared celebrations and the sense of positivity they evoke,” Shiseido emphasises in a recent press release.
“Through dance, she conveys a story of deep emotion and with calculated nuance, she draws from her own inner and outer strength to create the ultimate expression of joy and power,” added Shiseido.