Shiseido Professional is proud of its Japanese origin and over 100 years of heritage. In 2024, Shiseido collaborated with Hikaru Seino, a renowned Japanese floral artist, to bring the renewed brand essence – Awaken Beauty from Within to life through visual manifestation. This marks the first step of Shiseido’s commitment to reinforcing “art” as an essential part of beauty.
Following this collaboration in Japan, Shiseido Professional was eyeing to replicate the success in China’s New Year campaign. The key task for this mission was to transport the brand collaboration story rooted in Japanese culture to the tapestry of Chinese festival culture.
After thoughtful consideration, this work started from a triangle that consists of three angles – brand, art, and culture. From the brand perspective, it is to interpret and capture the essence of “Awaken Beauty from Within” in words and visuals. For art, it is important to delve into Hikaru Seino’s artistic expression behind his floral installations. And for culture, it is to dive deep to find relevance to the Chinese festival culture. In the end, to translate this brand collaboration story to fit the Chinese New Year context with impeccable design and script.
In the final work, the symbolism of flowers – orchids and Calla Lilies, which have a positive and auspicious association with Chinese culture, is kept to convey the emotions and renewed brand essence, accompanied by the new year’s best wishes. Also, the symbolic nuances that exist in different colors used in Japanese culture and Chinese festival culture are considered and carefully handled to avoid backlashes later on.
Image Credit: Shiseido Professional Xiaohongshu
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