Tatler+ Decorté
The Japanese beauty brand is celebrating its 50th anniversary with a new brand ambassador, interactive app, special Baccarat edition of its AQ Meliority cream and more
Decorté, a name derived from the French words “décoration and “cosmétique”, celebrates a Golden Jubilee of a milestone this year, having spent 50 years creating quality skincare and make-up that encourage women to embrace their true beauty and elegance.
Decorté is commemorating this special anniversary in various ways, starting from the announcement that American actress Brie Larson will be their new brand ambassador. Larson is known for her role as Captain Marvel, the first leading female superhero in the Marvel Cinematic Universe, as well as her Academy Award-winning performance in the movie Room. As evident in her talent and body of work, Larson is the embodiment of authentic beauty and inner strength, values that match well with the brand’s new ethos to “embrace your true beauty”.
In addition, Decorté launched an app titled “The Decorté Beauty Journey”—featuring a game that allows users to travel back in time, and around the world, to discover Decorté’s journey from its launch in Japan in 1970 to its expansion into a global skincare brand.
And while fans of the brand may not be familiar with its history, they will be familiar with AQ Meliority, Decorté’s luxurious skincare collection. Created after an extensive research and development process, the products in the AQ Meliority collection are all formulated to enhance the skin’s regeneration process, to help maintain its youthful glow and keep wrinkles at bay.
Each product in the collection features 20 ingredients that were all carefully chosen after thorough research and testing, with the AQ Meliority Intensive Regenerating Multi Cream going one step further to include 30 ingredients. The cocktail of ingredients includes extracts from the antioxidant-rich benifuki tea leaf from Yakushima Island, a lush island that is an Unesco World Heritage site. The formula also includes white birch sap, a substance rich in minerals and amino acids that is only available in late winter, during a four-week window that comes just before the snow starts to melt.
