David Blecken
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.

Shiseido has brought out two further films following the launch of its Waso brand, a global skincare line aimed at millennials.

Waso’s new ‘On the road’ videos are directed by Julian Klincewicz, a filmmaker, artist and skateboarder. One features Jenny Choi, a young stylist, and the other stars Klincewicz himself and his girlfriend, Irie, who is also described as his muse.

Overseen by Wieden + Kennedy Tokyo, which led the launch campaign for the brand, the films aim to show the brand's products in the context of the spontaneous activities of young people. They also draw subtle connections between natural ingredients and the products.

Campaign’s view: As we said when the campaign first launched, the films have an elegance about them that is different to the majority of work in this sector. Colourful but with a faded, dreamlike quality enhanced by the soundtracks, they present snatches of life as it really is. Overall they are a refreshing contrast to the usual overly perfect imagery we have come to expect from anything beauty-related.

Campaign Japan

Related Articles

Just Published

3 hours ago

Red Havas announces major restructure

Red Havas has merged its health agencies in Europe and the US with individual health comms professionals across the Asia Pacific region to create the single unified brand Red Havas Health, it announced today.

3 hours ago

Does ‘brand purpose’ messaging actually impact ...

A recent study by Vrity shows taking stances on social issues does increase purchase propensity.

3 hours ago

Disney beefs up ad sales technology

Walt Disney Co. announced a suite of new products and a plan to rapidly automate its ad sales business across linear and digital platforms.

3 hours ago

MDC’s Mark Penn: “CMOs are in ‘get back to ...

The holding company reported a roughly 14% organic revenue drop in 2020, but says things are turning a corner from the worst of the pandemic.