Innovative and experimental creative work has kept Shiseido's marketing a cut above most other beauty brands, returning in-house creative chief Yamamoto to our list.
Slowing sales at home and increasingly unfavourable economic growth and demographics lead companies' overseas push.
An installation at the brand's Global Innovation Centre in Yokohama allows two people to confront older (or younger) versions of each other in real time.
Subtle changes in the top 10 reflect the power of premium and responsible positioning.
The P&G and Unilever brands have shown consistency in promoting individualism and self-confidence.
In one spot, the tennis star takes on the media without saying anything; in another, she simply reads a script.
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