SHISEIDO has embarked on a major brand overhaul to reflect its global ambitions, putting a new brand value “empathy” at the forefront.
They have appointed Ruba Abu-Nimah to serve as their new Global Creative Director, and from January this year, have started an overhaul of all products, advertising visuals, models, store counters, brand logo and other aspects of communication.
To highlight its renewed global vision, SHISEIDO have chosen three new models from different races to front their main ad visuals that will appear in points of sale, magazines, social networking sites, brand sites and other platforms to celebrate the diversity of beauty. In line with the global strategies they have also rolled out a digital-led branding campaign, with the tagline “Beauty vs. the world” to explore the definition of beauty.
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