A New Era for Beauty

Always at the forefront of the luxury beauty industry, Shiseido launched its new brand image exemplified by the New White Lucent Line in Shanghai, writes Mia Borromeo

s it continues to redefine beauty trends and revolutionise skincare with up-tothe-minute technology, Shiseido gathered beauty editors and journalists at Shanghai’s 21st Century Minsheng Art Museum, a fitting venue for its recent Brand Innovation Conference led by Yoshiaki Okabe, director of the brand’s Global Prestige Division.

Articulating the 144-year-old brand's core values hinged on its core philosophy to bring out the beauty within, Okabe unveiled its new logo, an updated version of Shiseido’s long-standing symbol, the hanatsubaki (camellia), which now incorporates “Ginza Tokyo”—its very origins and culture at the heart of the brand. Evolving from a traditional all-Japanese image, the new global visual campaign reflects a fresher and more contemporary feel, featuring top international models representing different ethnicities.

At the Shanghai conference, participants had the chance to experience first-hand the new formulation for White Lucent, developed over the last two and a half years. The innovative whitening skincare line, with its key Double Strike Whitening technology, promises to deliver bright, even-toned skin that complements the cosmetic derma treatments that are especially popular with the contemporary Asian consumer.

Taking off from the original White Lucent, the line comprises four new products: MicroTargeting Spot Corrector that zeroes in on spots scattered over the skin with laserlike precision; MultiBright Night Cream that focuses on the skin’s overnight restorative and nurturing factors; Luminizing Surge that protects skin from external aggressors;