Shiseido Features a Stunning Lineup of Actresses for the "Facial Expression Project"
Shiseido launched its "Shiseido Expression Project" to support women on April 20th, holding a presentation event at The Ritz-Carlton Tokyo in Minato Ward.
The company has conducted research on the active ingredient pure retinol for 30 years and, in February 2017, became the first in Japan to receive approval from the Ministry of Health, Labour and Welfare for the "efficacy of pure retinol in improving deep wrinkles." Consequently, this project was launched as a cross-brand initiative for Shiseido.
Shigekazu Sugiyama, President of Shiseido Japan, declared the project's launch: "We considered what we could do to deliver cutting-edge wrinkle improvement technology to many women. Wrinkles aren't necessarily bad, but if they constrain free and beautiful expressions, we want to improve them to liberate women's naturally rich expressions and contribute to creating a beautiful world."
The project involves developing retinol-infused products across multiple brands, with the first release, "Elixir Superieur Enriched Wrinkle Cream S," launching on June 21.
Starting the day of the announcement, a new TV commercial titled "Shiseido Expression Project Declaration" will air. The commercial features actresses Anne, Yuriko Ishida, Ryoko Shinohara, Kanako Higuchi, Yoko Maki, and Rie Miyazawa. Five of them, excluding Maki, attended the venue and participated in a talk, adding a special touch to the project's launch.
Regarding the project, Higuchi commented, "When I see my acting face, I feel the wrinkles have increased. Hearing this can be improved makes me happy. Expression and heart are connected; if your heart isn't healthy, you can't have a good expression. The message that it's not just about cosmetics, but starting with your mindset first, is wonderful."
Regarding the emojis featured in the commercial, Ishida remarked, "Sometimes we communicate using only emojis in emails. As adults, we sometimes can't express our true feelings through words or actions, so we let emojis speak for us instead."
Shinohara shared the difficulty of expressing feelings honestly: "I'm the type to show my feelings, but sometimes even when I wear them on my face, they don't get through to the other person, and I feel inadequate."
Miyazawa emphasized the importance of expressions, saying, "Expressions are the paints that color life. Having a wide range of expressions makes life more colorful."
An shared a moment that made her smile: "Recently, my two kids learned to clasp their hands before and after meals, but sometimes they clap instead. It's so cute." Ishida then shared her own story: "I tried making onion gratin soup and it turned out really well. I spent the whole time beaming." She added, "I'll treat you all next time!" bringing smiles to all four.
Finally, Higuchi concluded, "Our mission is to sensitively perceive and convey beautiful and interesting things. While commercials unfold various stories, first and foremost, we want to share what we personally find good."
Official Website: http://hyojo.shiseido.co.jp/
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