Emily Tan
Jul 6, 2015

Has Kosé Decorté chosen the right global ambassador in Kate Moss?

TOKYO - In a bid to break beyond Japanese shores, cosmetics and beauty firm Kosé has named British supermodel Kate Moss as the face of its ultra-luxury line, Decorté.

Moss is Britain's highest-paid model
Moss is Britain's highest-paid model

Known for the past 45 years as Cosme Decorté, Kosé plans to drop the ‘Cosme’ from the brand and relaunch it via its largest ever global ad campaign. 

For the photoshoot, Kosé worked directly with photographer Mario Testino. The campaign will feature both print and TV in September. Moss will also be in a pre-release behind-the-scenes video in August. The initial campaign will highlight the Moisture Liposome franchise, a face serum which sells well in Japan, as well as the new Liposome Treatment Liquid. It is understood that the campaign is managed by Hakuhodo. 

You might also like:
New rules for China’s brand ambassadors
How to make sure your brand ambassador isn't a bad ambassador

According to Kosé, in response to questions from Campaign Asia-Pacific, Moss was chosen because she identifies as a “citizen of the world” and is known globally for her “beauty and forward style”.

“As Decorté starts a new chapter, we are pleased to work with the globally recognised and revered Kate Moss,” said Kosé President & CEO, Kazutoshi Kobayashi in the company's official statement. “It’s the perfect pairing.”

But is truly the perfect pairing? Moss is an interesting choice for the Japanese brand because although she has fronted campaigns for luxury brands Dior and Burberry, she is best known in the beauty world as the face of cheap and cheerful, youth-targeted British cosmetics line Rimmel—a role she has held for 14 years.

Kosé however, insists that it does not identify the expensive and skincare-driven Decorté brand by age, “but rather by an overall spirit and attitude”. This lifestyle demographic, added the spokesman, is “savvy, knows and understands quality, and wants beauty balanced with respect and intelligence”.

Moss, said Kosé, is the perfect embodiment of today’s woman and one that Decorté wants to project: beautiful, intelligent, worldly, rule-breaker and successful,” said the brand.

While certainly a rule-breaker, one wonders why Kosé wants its hyper-luxury brand associated with the pioneer of heroin-chic. Even at 41, Moss still makes worldwide headlines for her ‘wild child’ behaviour. In June, the celebrity was escorted off an EasyJet plane for being “drunk and unruly” and was reported to have called the pilot a “basic bitch". 


This ones for you @lohanthony it was Kate's idea!

Kate Moss and Marc Jacobs doing 'the basic bitch'

Moss is also the face (and body) of artificial tanning product-line St Tropez, which is not an aesthetic traditionally associated with Japanese beauty. 

Whether either Moss or Kosé thought this deal through is cast in further doubt by Moss’ apparent unfamiliarity with the brand prior to her appointment as its ambassador. Described as an ‘instant fan’, Moss’ commented “I just tried the intensive moisturiser—it’s incredible. I really want it to come to Europe.”

Kosé evidently hopes that having Moss, the UK's highest-paid model, as a brand ambassador will grant its Decorté line global appeal. But most women outside Japan may identify Moss more for her rebel-rocker tendencies than for her elegance or intelligence. Time will tell, but this partnership could turn out to be a rather expensive mistake for Kosé.

Related Articles

Just Published

1 hour ago

Agencies in APAC raced to ready themselves for ...

As clients chased after homebound consumers, agencies rushed to retool their capabilities and reskill their employees to capitalise.

1 hour ago

Former R/GA exec Nicky Bell to lead Facebook ...

She will lead a team of creative strategists across 39 offices who are tasked with helping advertisers improve their messaging across Facebook, Instagram, Messenger, Oculus and WhatsApp.

1 hour ago

Password-strength campaign gets a little personal

A confrontational campaign in Sweden grabs attention by shaming people for their poor password choices.

2 hours ago

KFC leans into finger-licking mantra in Singapore

If your chicken isn't FLG we'll replace it, promises an Asian version of the brand's Colonel in a new campaign from The Secret Little Agency.