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’.

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....

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