Starting January 2016, Shiseido is revamping its brand value by unveiling a more international and multicultural approach. By advocating for seeing beauty within ourselves and others, Shiseido believes that empathy and beauty can be a concept to reach all aspects of one's self and experienced by all. 


The brand's "Beauty vs. The World" campaign features three faces from across the globe-Hungarian model Enikő Mihalik, Dutch model Imaan Hammam, and global IT girl Asia Chow, a way of recognizing that physical beauty is diverse, relatable and unbiased. Similarly, the brand's new department store counters will be built with the Japanese concept of Ichigo Ichié in mind—to treasure every meeting as it will never recur. This is to express Japanese aesthetic sensibilities and to provide a modern style of Omotenashi (Japanese hospitality) while communicating richness and warmth. 


Shiseido's Beauty vs. The World Campaign strives to bring beauty from within


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