Shiseido’s 150th year anniversary campaign ad recently became the talk of the town for its unique concept. Some claim it to be “Netflix-inspired” while others simply say the campaign is unlike other Shiseido’s marketing. But what is it exactly about this campaign that is so intriguing? Let’s find out, shall we?

Coming fully in many selected formats, Shiseido is going to release 24 episodes of the content series. Shiseido will release the content one at a time. Thus, you can watch the entirety of the contents only by the end of this year. Mainly, the videos will include an introduction to its corporate philosophy and the latest anniversary-related activities in each region.

The adverts started last January and were first released in Japanese newspapers. It was a start of a bigger initiative for “making a sustainable world where people can experience happiness through the power of beauty under our mission ‘Beauty innovations for a better world.’” 

At the same time, the corporate also released a corporate ad featuring model Hana Kondo. 

As written in Shiseido’s press release:

“The visual features future cosmetics service experiences in space with a model, Hana Kondo, receiving online counseling accessible from anywhere anytime and package-free skincare products.

“Since Shiseido was founded in 1872 in Ginza, Tokyo as a private Western-style pharmacy, we believe in the power of beauty and wish for the happiness of our customers. We continue to create the future of “beauty” with our customers around the world to fill their days with smiles and hope.”

This particular campaign is also Shiseido’s way of introducing J-beauty to its global audience. Through this initiative, Shiseido hopes to reach its audience far and beyond and spread the message.

So, what is your verdict on Shiseido’s 150th Year Anniversary Campaign?

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