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Translated by
Benjamin Fitzgerald
Published
Mar 3, 2017
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Shiseido unveils dual campaign for EMEA region

Translated by
Benjamin Fitzgerald
Published
Mar 3, 2017

Shiseido wants to renew its brand image for Europe, the Middle East and Africa. The Japanese group has unveiled two new campaigns dedicated to this market, surrounding its Bio-Performance Lift Dynamique and Ultimune products. The commercials were crafted in-house by the group's EMEA image manager, a newly created position.

A screen shot for the Ultimune video - Shiseido EMEA


The Japanese cosmetics giant reviewed the organisation of the region last October, announcing the debut of Shiseido EMEA, and integrated its fragrance subsidiary, Beauté Prestige International (BPI), based in France. Louis Desazars, head of the new division, hopes "to move the Shiseido brand from the 5th place in the regional ranking of care brands to the top 3."

Desazars also wants to position the group among the top 5 prestige beauty brands by 2020, where, at the moment, Shiseido sits in 8th place.

The two campaigns are supposed to support this objective, with the intention of "breaking traditional advertising codes in the sector and capitalising on the Japanese heritage associated with a search of beauty and its expression in art."

The first video, focusing on the Ultimune product, mixes dance with marital arts. It's a black and white film directed by Jacob Sutton and features duo AyaBambi. The second stars supermodel Sasha Pivovarova.

Campagne Ultimune

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