Shiseido Maquillage's New Rouge Features Nogizaka46's Mai Shiraishi as New Muse

On November 2, Shiseido held a new TV commercial unveiling and new rouge launch event for its total makeup brand "MAQuillAGE" in Minato Ward, Tokyo. The brand has appointed Nogizaka46's Mai Shiraishi as its new muse. The new TV commercial "The Moment I Become a Lady" will air starting November 3rd. The new TV commercial for the new product "Dramatic Rouge P," titled "Lips Veiled in Pearl," will air starting November 21st, the product's launch date.

In "The Moment I Become a Lady," Shiraishi herself delivers an impactful narration declaring her "graduation" from her former self. Her expression, emphasizing her alluring lips, is captivating. It dramatically portrays the brand's vision of the "Lady."

At the opening, Maquillage Brand Manager Maki Hatakeyama stated, "Makeup is a mirror reflecting the times, and trends have always evolved. With the launch of this new rouge, the brand also enters a new stage. We aim to continue proposing a higher level of beauty achieved through subtle allure."

Shiraishi has become the brand's third muse, following Hasegawa Jun and Mizuhara Kiko. Manager Hatakeyama explained, "We chose Hasegawa-san as the lady who lives naturally and authentically, Mizuhara-san as the lady who embraces trends and enjoys every day, and Shiraishi-san as the woman who showcases her mature self and joins the ranks of ladies." The concept aims to awaken the "moment of becoming a lady" in various situations and realize a beauty that captivates those around her.

Shiraishi, who rushed to the venue, expressed her excitement about the appointment: "I absolutely love makeup myself, so I was thrilled!" Regarding the new commercial, she noted, "Even the short lines carry deep meaning. It's a declaration of resolve to shine brighter than yesterday's self. For the poses, they shot repeatedly to capture the most beautiful angles and perfect moments—I was incredibly happy. Please pay attention to the 'Lady Pose' where I place my index finger to my lips."

She also revealed that the key makeup point for the day was the lipstick, showing her makeup-loving side: "The new lipsticks all have a subtle pearl shine and understated gloss that feels very modern. The orange shade is fresh; it blends naturally with the skin without being flashy, making it easy to use."

She passionately shared her impressions of the new lipstick: "It achieves understated allure and elegance. With its new, softly diffused shine texture, you can enjoy colors you might not have tried before." She added, "Mature women create beauty through subtraction. This lipstick made me realize beauty comes from subtly revealing what's within. I really want everyone to try it."

The brand will host a makeup experience event centered around the new rouge at Shibuya 109 on November 26th. At the touch-up booth, attendees can discover a more beautiful version of themselves, and the first 120 guests will receive a personalized engraving service. Furthermore, on December 3rd, a special event will be held inviting 100 pairs (200 people) selected by lottery from those who post a "Lady Pose" on social media. Mai Shiraishi will appear as a special guest at this event. Shiraishi called out, "Let's enjoy it together," and concluded, "You can become a new version of yourself through small accumulations, like tweaking your hairstyle a bit or wearing a different rouge than usual. I also want to strive to become a subtly alluring lady."

 

Official Website: https://maquillage.shiseido.co.jp/