Apr 1, 2021

La Mer transports visitors into ethereal underwater experience

INSPIRATION STATION: An interactive exhibition for the Estée Lauder skincare brand combines technology and art to transport visitors into a kelp forest.

Mar 24, 2021

SK-II’s marketing head on choosing purpose over short-term sales

The P&G skincare brand, known for making headway in purpose-driven campaigns, is steadfast about choosing long-term messaging over the quick route to direct sales.

Sep 4, 2017

Shiseido's new Waso films present beauty people can relate to

In the latest phase of its millennial-focused launch campaign, the Japanese cosmetics giant offers imagery of simplicity, purity and real life.

Aug 18, 2017

Behind Shiseido’s launch of Waso, a beauty brand for millennials

The company aims to connect with a notoriously difficult audience by subtly redefining the concept of beauty.

Dec 15, 2016

Nerium hopes Japan will buy its ‘anti-aging marvel’ pitch

Nerium International, a controversial US direct sales skincare brand, is betting aggressively on Japan as a driver of its business in Asia. Will consumers bite?

May 4, 2015

Asian shades of skin care

While Japan has long lost its images as a skincare innovator, over the past three years a rise in the popularity of K-pop culture and China’s extraordinary path from rags to riches have created a new era in skin care, writes Euromonitor's Nicole Tyrimou.