It’s All About Texture : Shiseido New Line
The Japanese prestige brand is relaunching their entire make-up line by changing the rules, that have been in makeup since the dawn of time.
We’ve come to expect makeup lines to be divided by areas it’s applied to, but Shiseido wants to playfully subvert this tradition. The brand wants you to choose your makeup products based on sensorial textures. Their new line, made with brand new formulas, will be broken down into four tactile groups: dews, gels, powders, and inks.
The new campaign, shot by a Norwegian fashion photographer Sølve Sundsbø, is helmed by four new brand ambassadors, paired with an individual texture to represent the category. Multimedia artist Yi Zhou. Shiseido prioritized working with artists who have a genuine connection to the brand, either through their origin or their art. Artistry, innovation and technology, Shiseido’s core values, are the elements, essential to Yi Zhou’s work as a multimedia artist and filmmaker. Her use of artistic expression to articulate a point of view in rich and varied art pieces across different medium was the decisive factor for her to represent Shiseido’s high impact Gels, which intensify everything they touch.
The new range comprising 16 new products in 125 new shades will roll out in 88 markets, re-entering Sephora in September.