Cover Japanese actress Masami Nagasawa fronts the latest Shiseido Ultimune campaign
Japanese actress Masami Nagasawa fronts the latest Shiseido Ultimune campaign
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Since its launch in 2014, Ultimune has become the superstar of Shiseido, and its recent collaboration with Japanese art director Yuni Yoshida commemorates its success
Dedicated to bringing out the inner beauty in anyone and everyone, Ultimune has always been more than a serum. Since its launch ten years ago, it has become one of Shiseido’s signature products, having won over 250 beauty awards.
To celebrate its 10th anniversary, Shiseido has chosen acclaimed Japanese art director Yuni Yoshida for her breathtaking, hand-crafted pieces that demonstrate her attention to detail, unique visual wit, and creative touch. The collaboration reflects the alignment of Shiseido and Yoshida’s values of dedication to precision and aesthetics in their drive for originality and belief in the power of beauty.
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Above Nagasawa standing at the centre of intricately arranged petals
Nagasawa standing at the centre of intricately arranged petals
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The campaign features brand ambassador Masami Nagasawa standing at the centre of intricately arranged petals in Shiseido’s signature striking red under the campaign concept of “Believe in Beauty”.
“The theme of this visual is ‘beauty spreading from the inside out,’ depicted through red flower petals arranged like ripples of water,” Yoshida explains. “The ripples symbolise not only the skin becoming hydrated and radiant from within but also how the product reaches people worldwide. The image of Nagasawa posed elegantly like a droplet at the centre of the ripples, evokes a quiet power, exuding vitality and energy, as well as the confidence that comes with time and experience.”
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Above Shiseido’s Ultimune serum celebrates its 10th anniversary this year
Shiseido’s Ultimune serum celebrates its 10th anniversary this year
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“We were meticulous about arranging the petals, placing them one by one on the dress to create a ripple-like effect,” she continues.“The ripples, which expand out from a single drop, evoke not only the beauty of the skin but also the idea of Ultimune reaching people around the world since its release 10 years ago,” Yoshida adds.
For Yoshida, everyone and everything has the power to be beautiful in a multitude of ways. “The concept of this collaboration is that everyone harbours the power of beauty, and that resonates with me deeply. I believe that even the most ordinary thing holds the power of beauty within itself. Looking at the ordinary from a different perspective can suddenly allow you to see new possibilities. I cherish that power of beauty hidden within, and I hope to keep incorporating it into my art.”
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