Marketing Featured East Asia

Shiseido releases new film to commemorate 150th anniversary

Tokyo, Japan – Cosmetics company Shiseido has released a new film in commemoration of the company’s 150th anniversary. The company was founded in 1872.

The film, titled, ‘Our Mission: A Journey of Beauty’, presents Shiseido’s aspiration to create truly happy and fulfilling days for people around the world for the next 150 years through the power of beauty, which they have cherished since their founding.

In addition, the film also presents future possibilities for beauty delivered by bold innovation, which the company has pursued since their founding, and leveraging their expertise in science.

“Going forward, we will continue to pursue innovation toward addressing social issues such as environmental problems and realising diversity and inclusion and will strive to bring about a sustainable world where people can enjoy happiness through the power of beauty,” the company said.

The campaign for Shiseido’s 150th anniversary started off on June 1, with it conveying to the world SHISEIDO’s enduring focus on life as the essence of beauty and its ongoing pursuit of uncovering the mechanisms that connect beauty and life.

Marketing Featured East Asia

SHISEIDO marks 150th anniversary with ‘From life comes Beauty’ campaign

Japan — Cosmetics company SHISEIDO celebrated its 150th anniversary with the launch of the ‘From life comes beauty’ campaign that started on June 1. The campaign conveyed to the world SHISEIDO’s enduring focus on life as the essence of beauty and its ongoing pursuit of uncovering the mechanisms that connect beauty and life.

No matter how much times change, people continue to seek beauty. Based on this conviction, SHISEIDO has been pursuing the essence of beauty for 150 years, driven by its mission to create products that add a healthy vibrance to your life.

Ryota Yukisada, chief brand officer of SHISEIDO, said, “In today’s era of uncertainty and hesitation, what kind of beauty are we seeking? Our conclusion? Life. If people around the world, regardless of age, gender, and region, continue the conversation about how beauty and life are related, we believe it will inspire changes for a better world.”

The campaign conveyed the enduring spirit of SHISEIDO, which has been handed down in an unbroken line for 150 years, and its hope for the future, embodied in the phrase “From life comes beauty.” Additionally, SHISEIDO launched three limited-edition products to mark its 150th anniversary, the fruits of its unique Life Science research conducted in its ongoing pursuit of the relationship between beauty and life.

The three limited-edition products individually symbolize ‘Heritage,’ ‘Living Innovation,’ and ‘Future’ to signify the company’s past, present, and future. Their designs use an arabesque motif featured on wrapping paper created in the Taisho era of Japan by Sue Yabe, a member of the design department at that time. Using 3D software, that original design was turned into a three-dimensional form, then photographed from a variety of angles and used to decorate the containers and outer cartons. The designs express the dynamism of life that opens up a new future while harnessing the assets of the past bearing 150 years of history.

A special website was also created consisting of three content themes: ‘STORIES’ in which seven people active in various fields talked about beauty; ‘INNOVATION,’ which introduced the spirit of scientific inquiry into life as the essence of beauty; and ‘HISTORY,’ which presented SHISEIDO’s 150-year history. The website conveyed how the brand has continued since its foundation to pursue the link between beauty and life.

In addition, advertisements were rolled out featuring professional soccer player Megan Rapinoe, singer-songwriter Hikaru Utada, and actress Ursula Corbero, and campaign messages were posted on social media from celebrities with connections to SHISEIDO.

Marketing Featured Global

Skincare brand SK-II launches a ‘virtual city’ to draw people to its animated series on women empowerment

Singapore – As travel restrictions are still in effect due to the pandemic, global skincare brand SK-II has decided to launch its first-ever virtual city called ‘SK-II CITY’ for the premiere of its latest SK-II Studio installment ‘VS’, an animated anthology series that aims to inspire every woman that they have the power to #CHANGEDESTINY. 

The ‘VS’ series is a collection of six animated films based on the real-life experiences of six Olympic athletes including gymnast Simone Biles, swimmer Liu Xiang, and badminton players Ayaka Takahashi, as well as surfer Mahina Maeda, and Hinotori Nippon. They each explore what it means to take destiny into their own hands, overcoming societal pressures like trolls, image obsession, and rules and limitations.

The series is then promoted by the brand through a virtual city, ‘SK-II CITY’, which is inspired by the streets of Tokyo, Japan. It seeks to transport visitors to Shibuya Crossing, and let them sightsee Mount Fuji and Tokyo Tower.

The ‘VS’ series spans a broad range of genres including sci-fi, fantasy, action, and sports. Each episode has its own universe and style, featuring the work of various award-winning animation studios and singer-songwriters.

Visitors can enter the SK-II Studio where they can get an exclusive backstage tour of the ‘VS’ series, and find animation sketches, film trivia, and behind-the-scenes footage from the six athletes.

Sandeep Seth, the CEO of SK-II Global, said that in these times where international travel is still restricted, they want to be able to provide their consumers a gamified experience that they can gain inspiration and shop in a safe yet entertaining and meaningful way.

“We are thrilled to launch the SK-II CITY, as we premiere our next SK-II Studio blockbuster ‘VS’ series. The SK-II CITY is inspired by our Japanese heritage as well as our brand purpose #CHANGEDESTINY,” added Seth.

To find out more about the ‘VS’ Series and learn about SK-II STUDIO and #ChangeDestiny, consumers may visit the virtual SK-II CITY at

Marketing Featured Southeast Asia

Korean beauty brand MAKEHEAL taps agency Kingdom Digital for its debut in SG

Singapore – Social media agency Kingdom Digital has been chosen by South Korea-based beauty brand MAKEHEAL to mark its entry in the Singaporean market. 

MAKEHEAL’s brand of cosmetics combines scientific expertise and artistic sensibilities to create ‘transformative’ beauty products for young women. The brand was brought to the Lion City by company Alliance Cosmetics Singapore. 

Other than the flagship range, the company will be introducing to Singaporeans its sub-brands – eye makeup professional ‘EYECROWN’, trendy makeup specialist ‘T:SOME’, and skin cleansing expert ‘PEELOSOFT’. 

From MAKEHEAL’s Instagram account

Kingdom Digital has been appointed for nine months, and has already started its work with the official launch happening last 15 April. For the inaugural entry of the MAKEHEAL brand, Alliance Cosmetics has chosen social media channels as the main communication platform. 

According to Daniel Chin, MD at Alliance Cosmetics Group International, MAKEHEAL’s target audience is between the age of 16 to 34 years old.

“This group of consumers spend most of their time online and they are active social media users. Also, they tend to discover new brands and products via social platforms. Hence, it made sense for us to start with a strong social presence to engage with the consumers,” said Chin.

With the appointment of the agency, which saw it competing with two other creative firms, Chin shared that the decision to work with Kingdom Digital was spurred by the established experiences it had with beauty brands and the solid reputation that preceded the agency.

Besides MAKEHEAL, Kingdom Digital is also the agency partner for another Alliance Cosmetics-managed brand SILKYGIRL; and in September last year, it has also nabbed the account of another South Korea-origin cosmetics brand The History of Whoo.

For its remit, the agency will be responsible for social strategy and ideations, content planning and development, community management, as well as monthly reporting for MAKEHEAL’s Facebook and Instagram.

Account leads from Kingdom Digital Elaine Ewe and Yvonne Lee, jointly commented, “To set the brand apart from its competitors, we devised the unique proposition that MAKEHEAL is made with beauty consumers in mind. We will be highlighting its professional and intuitively designed products that are easy to use, which empowers women to own their vibe and celebrate their individuality. This will be reflected in the brand’s content and creative direction across social platforms,” 

Marketing Featured Global

Avon’s new campaign stresses the importance of every woman’s story

Manila, Philippines – To put greater focus on sharing voice and insights from women, global cosmetics company Avon has launched a new campaign that allows women to share their stories, struggles, and successes in their everyday actions.

Called the ‘Avon Watch Me Now’, the campaign is an online gallery hosted at that features a host of stories reflecting the different experiences of women across the world. These stories range from juggling motherhood and career, to surviving adversities like breast cancer, to overcoming the trauma of domestic violence. 

Included in the campaign is Avon’s commitment to donate US$1 for every story shared in the online gallery to charities that support women to help create a better world for women, which equates to a better world for all. 

“Avon’s mission for this gallery is to create a space where women can speak up, share their stories, and celebrate their achievements. It will collate authentic stories from around the world, showing that women are strong, courageous, and powerful—and should never be underestimated,” said Razvan Diratian, general manager at Avon Philippines.

In addition, the campaign has commissioned research on gathering insights on how women feel generally during these times, and found out that 41% of women have lost confidence as a result of lockdown restrictions, but that hearing everyday, relatable stories and sharing experiences with others helps these same women find strength. 

According to Angela Cretu, CEO at Avon, their research found that 92% of women have felt increased pressure during the pandemic due to various factors such as being unable to see loved ones in person (49%), financial stresses (47%), job security (29%), and homeschooling (24%).

In addition, they also found that half of women (52%) admit they have felt less connected, resulting in feelings of anxiety (44%), isolation (42%), lack of motivation (34%), and self-doubt (20%).

“Despite over half (57%) turning to online platforms to feel connected with their peers, over a quarter (28%) of women admit they feel judged when sharing their own struggles on social media sites, (27%) don’t believe anyone would be interested to hear their story and 40% don’t like to talk about themselves,” Cretu stated.

She added, “Nearly a third say these connections help them overcome challenges (32%) and for over a third (36%), it decreases feelings of anxiety or reduces self-doubt.”

The online archive is the latest in Avon’s long history of supporting causes for women. The company started 135 years ago by fighting for women’s right to work and has since expanded its advocacy to tackle issues such as breast cancer, domestic violence, women’s education, and now gender equality in the media.

Marketing Featured Southeast Asia

IP Key SEA’s newest campaign a PSA towards use of counterfeit cosmetic, beauty products

Bangkok, Thailand – The Intellectual Property (IP) Key Southeast Asia project, an intellectual property rights (IPR) project in educating consumers, has launched a new public service announcement (PSA)-like campaign to promote consumer awareness against the use of counterfeit cosmetic and beauty products in the region.

The campaign is called #YourHealthIsPriceless, and encourages consumers in the Southeast Asia region to support the current cross-border cooperation on improving intellectual property rights (IPR) enforcement by informing other consumers about the downside of buying counterfeit cosmetics and personal care products from illegitimate sources.

“This IP Key SEA campaign aims to continue raising the public’s awareness of this issue, and initiate dialogues on intellectual property rights, including trademark protection,” said Tiago Guerreiro, IP Key SEA project leader.

“Trademarks protect consumers against confusion, deception, and misleading information, help them distinguish genuine products from counterfeit ones, and guarantee the products’ quality. An efficient trademark protection system can prevent people from being exposed to dangerous substances and could save their lives,” added Guerreiro.  

He also commented , “Local authorities in Southeast Asia are currently undertaking efforts to prevent the trafficking of counterfeit beauty products and protect consumers from the harmful effects that these products cause to their faces, skin, and holistic well-being. Through the IP Key SEA project, the EU fully supports this mission throughout the region.”

The campaign, which initially piloted last September this year, is funded by the European Union Intellectual Property Office (EUIPO). Users who have experience in using these counterfeit products may report it online through EUIPO’s social media pages.

Marketing Featured Southeast Asia

PH makeup brand Sunnies Face extends to MY, SG on Lazada

Manila, Philippines – Philippine makeup brand Sunnies Face has now made available its products to Malaysians and Singaporeans through its flagship store on Lazmall, Lazada’s in-app digital mall. 

The brand revealed its digital expansion in both countries through its official Instagram account. On a post Saturday, it shared a screenshot of an article from Harper’s Bazaar announcing the launch of its Lazmall store in Singapore, and only a few days after, another post sharing the news on its store on Lazada Malaysia. 

It posted an animated GIF of its products alongside candies and sweets, with the text “Apa Khabar Malaysia?” or “How are you, Malaysia?” The caption read, “a sweet treat for our friends in Malaysia @sunniesface is now available on lazada Malaysia!” 

Sunnies Face’s main branding strategy is designating in each of its products a unique name. It offers matte lipsticks, which are called “Fluffmattes,” while their other products such as blush-ons, brow makeup, and skin highlighter are called Airblush, Lifebrow, and Glow Boss.

Since its launch in 2018, the brand has been extending its availability outside the Philippines, first launching in China in late 2019 via eCommerce sites TMALL Global and RED.