New Ambassadors for SHISEIDO’s ”POWER IS YOU” Campaign

JULY 1 Shiseido Company, Limited (“Shiseido”) is announcing that its flagship prestige brand, SHISEIDO, is launching a new global campaign, POWER IS YOU, featuring three inspirational ambassadors, Megan Rapinoe, Hikaru Utada and Ursula Corbero. With diverse backgrounds in sport, art and social activism each ambassador will use her power as a beautiful force in the world.

Megan Rapinoe, Hikaru Utada and Ursula Corbero are much more than attractive faces on billboards. As activists, leaders and artists, these remarkable women have powerful and unique stories of their own which resonate strongly with SHISEIDO’s brand values. Through their inspirational lives, SHISEIDO celebrates diversity and empowers people across all borders by highlighting the power of inner beauty to transform society for the better.

A new understanding of beauty as courage, strength, and the power to speak up will be illustrated by a series of short, inspirational Power Talk films featuring the ambassadors, who have each found beauty in their power. The new song “Find Love” by Hikaru Utada will be unveiled as the POWER IS YOU campaign anthem.

Alongside the new SHISEIDO ULTIMUNE Power Infusing Concentrate III, POWER IS YOU seeks to empower everyone to release their innate energy, recharge their own beauty and use their power as a beautiful force in the world.

NEW SHISEIDO ULTIMUNE
SHISEIDO ULTIMUNE Power Infusing Concentrate II is powered by The Lifeblood™*. This new development works with ULTIMUNE’s unique new ImuGenerationRED Technology™ helps strengthen skin’s inner defenses now, and into the future. The result is smoother, more resilient skin with its radiance recharged, for a healthy vibrant look.

ABOUT THE GLOBAL CAMPAIGN: POWER IS YOU
New lifestyles are proliferating and individuals are interacting in new ways all around the world. Increasingly disinterested in the pursuit of material affluence, people everywhere are finding value in products or actions that build self-respect and celebrate diversity. In this new normal, we seek true value for ourselves and for our world.

We are also spending more time at home and are paying closer attention to our bare skin. As a result, there is increased demand for “holistic care” that beautifies the skin from the inside in a more fundamental and personal way. By releasing the new SHISEIDO ULTIMUNE Power Infusing Concentrate III with this global campaign, POWER IS YOU, SHISEIDO seeks to empower everyone to release their innate energy, recharge their own beauty and use their power as a beautiful force in the world.

The POWER IS YOU global campaign, which opens today, features a key visual and movie spotlight on our new the three ambassadors. The key visual expresses “Beautiful Force”. The movie’s message is that the powerful force of your inner beauty can transform society for the better.

INTRODUCING THE GLOBAL CAMPAIGN AMBASSADORS
Through their own personalities and lifestyles, each of these three global mbassadors represent our campaign’s message, POWER IS YOU. By their positive pulse and inspiring words they show that POWER IS YOU brings out the power of beauty within and transforms all into a beautiful force that brings about better change in society.