SHISEIDO 150th anniversary campaign is here: “From life comes beauty.”
Brand SHISEIDO, which markets in 88 countries and regions across the globe, will celebrate its 150th anniversary with the launch of its campaign “From life comes beauty.” on June 1, 2022. The campaign will convey to the world SHISEIDO’s enduring focus on life as the essence of beauty and its ongoing pursuit of uncovering the mechanisms that connect beauty and life, together with the global launch of three limited-edition products that were realized from the brand’s unique Life Science*1 research.
No matter how many times change, people continue to seek beauty. Based on this conviction, SHISEIDO has been pursuing the essence of beauty for 150 years, driven by its mission to create products that add a healthy vibrance to your life.
“In today’s era of uncertainty and hesitation, what kind of beauty are we seeking? Our conclusion? Life. If people around the world, regardless of age, gender, and region, continue the conversation about how beauty and life are related, we believe it will inspire changes for a better world,” says Ryota Yukisada, Chief Brand Officer of brand SHISEIDO.
The campaign will convey to the world the enduring spirit of SHISEIDO, which has been handed down in an unbroken line for 150 years, and its hope for the future, embodied in the phrase “From life comes beauty.” What is more, SHISEIDO will launch three limited-edition products to mark its 150th anniversary, the fruits of its unique Life Science research conducted in its ongoing pursuit of the relationship between beauty and life.
*1 “Life Science” is a unique science created by uncovering the relationship between life and beauty.
The three limited-edition products individually symbolize “Heritage,” “Living Innovation,” and “Future,” to signify our past, present, and future. Their designs use an arabesque motif featured on wrapping paper created in the Taisho era (1912–1926) by Sue Yabe, a member of the design department at that time. Using 3D software, that original design was turned into a three-dimensional form, then photographed from a variety of angles and used to decorate the containers and outer cartons. The designs express the dynamism of life that opens a new future while harnessing the assets of the past bearing 150 years of history.
