Beauty giant Shiseido Group is turning 150 years old and celebrating with finesse.
It kicks off its 150th anniversary celebrations with a campaign “From Life Comes Beauty” which emphasises the importance of life as the source of all beauty, as well as the company’s ongoing commitment to discovering the mechanisms that connect beauty and life. The brand will also launch three limited-edition products conceptualised through the findings of its groundbreaking Life Science research.
Shiseido’s quest of beauty over the past 150 years via its crafts, dedication, and inventions follows the company’s “The Way of Beauty” that it has charted for over a century. Shiseido’s mission is to instil confidence, positivity, and wellbeing in individuals all over the world, to empower the world by lifting and supporting those who have traditionally been excluded and disadvantaged, and to develop and push the boundaries of science to create beauty for the future.
The anniversary theme is brought to life through tailored experiences promoting Shiseido’s goal of creating Beauty Innovations for a Better World. By empowering people to attain the kind of beauty they aspire, everyone can live their lives on their own terms. Immersive experiences will cover the milestones and iconic products of the brand through an interactive setting and presentation.
“From Life Comes Beauty”
Reads the message inside Shiseido’s “Alive Ring”. The much-loved beauty brand also designed a new campaign logo, the “Alive Ring”. It represent Shiseido’s history of Life Science study into the connections between aesthetics and biological vitality. The campaign’s ultimate purpose is to spark meaningful discussion about what it means to be beautiful and how we can all work together to create a more equitable and enriching future.
The use of arabesque motifs, which Shiseido has used for well over a century, expresses the enduring spirit of the company’s inception and its unwavering dedication to the pursuit of life and beauty in all of its endeavours.
The Alive Ring’s vibrant red hue and round silhouette stand for the “beautiful circulation” discovered via Shiseido’s Life Science studies.
150th Anniversary Limited-Edition Beauty Products
Each of the three limited edition items represents an important part of Shiseido’s history and vision for the future. Sue Yabe, a member of the design team during the Taisho era (1912–1926), used an arabesque pattern in her wrapping paper creations. This unique artwork was rendered in three dimensions using 3D software. Photographed from multiple perspectives, it is then used to adorn the packaging and shipping cartons. The designs capture the vitality of living that ushers in a brighter future even as they make use of the treasures of the past, which carry with them the weight of 150 years of tradition.
HERITAGE – Shiseido Eudermine Revitalizing Essence 150th Anniversary Limited-Edition, S$75 for 100ml.
LIVING – Shiseido ULTIMUNETM Power Infusing Concentrate III 150th Anniversary Limited-Edition, S$208 for 75ml.
FUTURE – Shiseido ULTIMUNETM Future Power Shot 150th Limited-Edition, S$105 for 15ml.
Digital Life and Beauty Museum and Campaign Movie
The other much awaited part of the anniversary celebration includes the premier of the “From Life Comes Beauty” campaign movie and the opening of the digital Life and Beauty Museum.
People from different walks of life share their thoughts on the question, “what is beauty?” in the promotional film. Amidst vibrant visuals that brim with beauty and energy, Shiseido declares that so long as people seek beauty, it will continue to unveil the essence of beauty.
There are interviews with over 150 individuals spanning every racial and gender identity, as well as every age range and geographic region, all of whom contribute to the diversity and complexity of this film.
A website dedicated to Shiseido’s 150 years in business will feature three distinct content pillars. These are: “STORIES,” in which seven professionals from a variety of fields discuss beauty; “INNOVATION,” which will introduce the spirit of scientific inquiry into life as the essence of beauty; and “HISTORY,” which will detail the organisation’s history. The website will express the brand’s never-ending quest to find the connection between aesthetics and the good life.