Oct 11, 2017

How Shiseido is evolving its approach to creativity

The beauty giant’s ECD sees individual—not corporate—relationships as central to the future of creative work.

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.