David Blecken
Oct 27, 2015

Shiseido's 'high school girls' video democratises beauty

TOKYO - Shiseido has taken an intriguing approach to promoting its makeup products with a video that draws on the concept of ‘bishōnen’, or ‘beautiful male youth’.

Brand: Shiseido

Market: Japan

Name of campaign: 'The secret of high school girls'

Details: Having launched just under two weeks ago, the video has drawn close to 6 million views on YouTube. We will forego any further explanation and leave it to you to unravel the ‘mystery’ that Shiseido presents. Be sure to note the small details, such as the image the teacher holds at the beginning. Campaign Asia-Pacific has not yet been able to ascertain who produced the video. See below for the 'making of'.

Our view: This is an impressive effort to stand out in the sea of blandness makeup advertising so often is. While the ‘secret’ may not remain secret for too long, it's still a visually intriguing exercise. It’s made all the more interesting when considering that, as in countries such as Thailand, China and India, the concepts of male beauty and even an undefined ‘middle gender’ are a historical feature of Japanese art, literature and popular culture.

 

Related Articles

Just Published

4 hours ago

OOH Danone campaign in Indonesia reads weather patterns

When temperatures soared, the ad would remind commuters to stay hydrated.

5 hours ago

New branding revealed for Heineken’s ‘whisky-infused...

The new beer blend was launched in Cambodia with the help of Elmwood Singapore behind the brand’s visual identity.

6 hours ago

Women to Watch 2022: Emily Belton, BCW

Humble, hungry and one of the hardest-working women in the room, Belton is known to be a caring leader to drive brilliant business results.

6 hours ago

Google enters DOOH space: What does this mean for ...

Not content with being a leading player in the online advertising market, Google has announced they are entering the OOH market too. But is this a welcome move by the tech giant?