IN MAKE-UP THERE IS HOPE
Kanebo’s latest campaign is all about strength
In times of uncertainty, Kanebo’s “I Hope” campaign empowers women to channel emotions, harness energy and stay strong. Celebrating individuality, the new brand concept is conveyed in a short film featuring teen actress Sena Nakajima and androgynous Baku Idegami as well as activist-fashion model Sophia Hadjipanteli and activist-choreographer Sherrie Silver.
The new campaign reinforces Kanebo’s continuing support of women. The song in the film is a choral arrangement of a Japanese hit originally from the 1980 advert Lady 80.
Years before Japan introduced its equal opportunity law, the cosmetics brand designated the 1980s as the “Era of Shining Women” and initiated cultural programmes supporting the advancement of women in society and the arts.
For instance, Kanebo International Women’s Film Week was launched in 1985, as a part of the Tokyo International Film Festival, to recognise Japanese and international female directors.
Japan’s gender-equality then supported women in advancing their career, resulting in more women gaining managerial positions. Consequentially, their self-confidence was expressed through bold fashion and make-up looks.
In 2020, the new campaign heightens hope to pass through the unprecedented Covid-19 pandemic. During the lockdown, women can step up their beauty and care routine to look good and remain resilient.
Via a smartphone, a virtual make-up features a try-on experience that allows choosing complexion, eye, lip and other products, to create a beauty look on an uploaded photo of oneself.
The latest Kanebo I Hope collection includes Eye Color Duo, N-Rouge lipstick and multipurpose drawing crayon, pencil and dual pen.
The eyeshadow’s pairing of two colours has been calculated to give contrast to eyes and eyebrows, and three variations of the Eye Color Duo can be slotted into a palette.
Eyes can be defined and illuminated by the drawing pencil and crayon, which can also be used on face and lips.
N-Rouge lipsticks feature a “neo-flat” finish that brings out the harmony of the face as a whole. Without shading or contours, it draws attention to the form and texture of a person’s lips.
The range of 20 shades include Nexus Sun Reds, inspired by hues of the rising Sun, with the energising colours symbolising confidence. This is communicated in the brand concept film, through women sweeping on lipstick in different colours to express themselves and hope.
The new collection is designed under the “Shell of Hope” concept, with the colours of the cosmetics, compared to light of hope, contrasting the black packaging.