Staff Reporters
Sep 1, 2023

Anne Hathaway is Shiseido’s new global brand ambassador

The 40-year-old Oscar-winning actor will promote the Japanese beauty brand's “Potential has no age” mantra.

Anne Hathaway is the new face of Shiseido and she’s “thrilled” to be representing the Japanese luxury beauty brand globally.

In an interview with Vogue, the 40-year-old actress professed a huge amount of admiration and respect for the brand.

“I'm so honoured that they felt I was a fit. They're a brand that's been synonymous with the highest quality for so many generations; they have such integrity,” Hathway said in an interview to Vogue.

Shiseido has timed this announcement with the new campaign starring Hathaway for its Vital Perfection line, the brand’s leading age-defying skincare series. The black and white film has Hathaway strolling around an empty room while opening curtains and letting in sunlight. She twirls around the drapes, her hair parted down the side and worn in loose waves.

“Finding your light is not always easy. It can be hard to remember that even shadows can lead us to light,” says Hathaway in the campaign's voice-over.  “Sometimes the light is hidden, waiting to be found … Like our potential. It exists within a brilliance that knows no limits.”

The film transitions to colour, Hathaway flashes her beaming smile and shines in her flawless skin.  “Age defying skincare backed by research on human potential … Potential has no age,” she adds.

“While Ms. Hathaway has earned ever-increasing respect globally for her range as an actor and her many talents, it is her sophistication, resilience, and her respectful perspective of inner and outer beauty that make her the ideal Ambassador for Vital Perfection” says Shiho Nagasaka, vice president of global marketing and communication for Shiseido.

Campaign Asia

Related Articles

Just Published

10 hours ago

Grab integrates OpenAI technology into its platform

Aside from making an impact on accessibility, customer support, and mapping, OpenAI's generative AI technology has the potential to impact Grab's advertising tools like retail media.

13 hours ago

Creative Minds: Imogen Wetzell Ramsey on quitting ...

The “excitable, emotional and energetic” creative dreams of a Sicilian town, a vino voyage and hopes her bucket list is not just a pipedream.

13 hours ago

GroupM restructures in Hong Kong, senior leaders exit

The departures are linked to GroupM’s ongoing ‘synergy project’ announced by WPP CEO Mark Read last year. Additionally, a new chief executive has been appointed in Taiwan.

13 hours ago

How Dentsu and Nestlé cut digital ad emissions by ...

CASE STUDY: By measuring and eliminating higher-emitting media and formats throughout their campaign for Bear Brand's sterilised milk drink, the carbon footprint was slashed by a quarter within a three-month period.