SHISEIDO LAUNCHES NEW SKINCARE LINE WASO TARGETING MILLENNIALS

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Shiseido Company, Limited; Shiseido introduces a new and completely distinctive product range to market, WASO from Brand Shiseido. Designed for Millennials, the range has been crafted with authenticity at its core. Through WASO, Shiseido is redefining beauty – empowering Millennials to feel beautiful in their own skin whatever their gender, nationality, age or status.
WASO leverages the long standing expertise and innovation that Shiseido is known for through its exclusive formulas.

The time has come to challenge the status quo and change the conversation about beauty.

We believe that true beauty defies stereotypes and we believe in the power of the individual and the power of nature. We believe that all things beautiful come from nature.

Introducing WASO, a new product range from skincare experts Brand Shiseido.

What does WASO mean? The name WASO is drenched in authentic, Japanese heritage. It originates from a combination of two words, “WA” meaning a Japanese sense of peaceful, harmony, and “SO” meaning inspiration, idea and thought. What is WASO? It is skincare inspired by Japanese aesthetics.

WASO is more than just a skincare line for Millennials. The new product line, and the campaign, champions beauty-from-the-inside-out.

To celebrate the new approach to beauty, WASO features five unique faces who are the brand’s ambassadors; their unique personalities and positions bring WASO’s counter-culture to life and change the perception of what’s pretty.

Shot by Viviane Sassen, the WASO campaign places the new faces in the Japanese wilderness, creating strong images that represent the beautiful force and power of a generation. The contrast of dramatic backdrops with the group of diverse, confident and youthful faces creates a striking and simple portrait that is uniquely WASO.
Further propelling WASO’s vision is Julian Klincewicz, creator of the campaign’s video content “on the Road Routine”, whose art consistency challenges creative boundaries. Selected not only because he is a master of many talents — videographer, art designer, fashion designer and creative collaborator – but also because of Shiseido’s dedication to creating an authentic voice for a new generation. At 21 years of age, Julian represents Millennials, the driving force and lifeblood of all that WASO embodies.

Dvein, a collaborative collective that pushes the limits of live action and CGI storytelling, helmed by creative directors Teo Guillem and Carlos Pardo are the masterminds behind WASO’s Global Launch film. The film is a celebration of the key ingredients in each of the WASO products. Dvein have created a mesmerizing launch film that puts the ingredients at its heart and showcases them in their natural elements alongside the wonders of technology.

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