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Established in 1872, Shiseido has always upheld the basic philosophy of providing high quality products, a strong image and good service for consumers.

As a skincare and cosmetic brand, it always brings new ideas about beauty to women. It is known for pioneering skin-softening products (the best-selling Eudermine lotion was launched in 1897) and skin-brightening formulas (Japan’s first whitening product Peroxide Cucumber was bottled in 1917).

The year 2016 sees Shiseido undergoing a comprehensive brand innovation. This makeover of sorts will undoubtedly affect – and benefit – the 144-year-old brand, currently available in 88 markets through 16,000 counters.

As one of the oldest and most established brands in the beauty industry, Shiseido already started to shift its focus to younger women last year. Specifically, it targets females in their 30s.

“Increasingly well-educated, urban and aware, they are the future of beauty; in fact, they are the future of the world,” enthused Yoshiaki Okabe, Shiseido brand director (global prestige brand division). “They are the social media generation; they share, engage and above all, they are empathetic. It is a generation of females who feel connected to each other more than older women.”

Okabe was one of the speakers at Shiseido Brand Innovation Launch Event in Shanghai 21 Century Minsheng Art Museum in Shanghai, China last November; he also met the Asian media the following day.

“With our change, we would like to target women who are confident (open-minded and intelligent, with a clear sense of self), cultured (the ability to appreciate cultures from the East and West) and conscious (supports brands that are authentic and value inner beauty),” added Okabe, who joined Shiseido in 1989.

On what the new Shiseido stands for, Okabe replied: “It’s our goal to bring out the beauty within; the belief that beauty – through empathy and morality – can be a much-needed positive force in the world.”

The company is unveiling a more international multicultural approach, rebranding in an emotional sense. Using the idea of “Beauty vs. The World” for its new campaign, Shiseido believes that beauty is a positive force which connects the world and people.

While previous advertisements featured a single, fair Asian face, the latest ones highlight diversity. The campaign features three women of different nationalities: blonde Hungarian model Eniko Mihalik, Dutch model of Egyptian-Moroccan descent Imaan Hammam and Asian-American socialite and model Asia Chow.

“Beauty cannot be represented by just one face,” explained Okabe. “This is the brand’s way of recognising that physical beauty is diverse, relatable and unbiased.”

The brand innovation also sees “Ginza” and “Tokyo” – representing the heart of Shiseido – added to its logo to create a new story and a new future.

Likewise, Shiseido’s department store counters will undergo a facelift. The counters are equipped with an icon in the shape of a camelia to function as a guiding sign, a social table (for counselling) designed to provide a comfortable environment and functional, easy-to-use testers to stimulate curiosity towards the products.

The new counter design features red lines over a white base, expressing modern minimalism as well as communicating richness and warmth.

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