RE_ BY SHISEIDO

SHISEIDO

INITIAL CHALLENGE

Shiseido is well known for its range of facial care products, but its make-up items had been more overlooked by its audience. So, the question was, how to make everyone discover Shiseido’s makeup range?

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STRATEGIC REFRAMING

Shiseido’s make-up range breaks away from the conventional understanding of make-up. “Make-up is no longer about covering up or concealing anything. So we decided to redefine what make-up means so that we can all understand it for what it is today: a form of expression.

THE IDEA

We created a short manifesto called “Re_ by Shiseido”. An audiovisual piece directed by the multidisciplinary artist Ernesto Artillo, starring the most influential personalities of this new way of understanding make-up and including a new definition for the word “make-up” by the poet and philologist Elvira Sastre, which we formally proposed to the RAE (Royal Spanish Academy of Language).