Shiseido unveils beauty tutorials with Poppy Delevingne

By

Anne-Sophie Savenier

Translated by
Erin Floyd

Published
Apr 19, 2017

Shiseido is forging ahead with its plans to freshen up its image in the EMEA zone. Several weeks after announcing its ambitions, the Japanese cosmetics brand has unveiled a series of interactive beauty tutorials starring British actress Poppy Delevingne.

In so far uncharted territory for Shiseido, the brand has opted for chic and relaxed visuals for the campaign, promoting its Benefiance, Ultimune, Bio-Performance Glow Revival and LiftDynamic lines.

The viewer can then identify their needs via a questionnaire and view a mini-video presentation of the appropriate product. Delevingne then demonstrates the recommended application techniques, before the user receives an email of the beauty routine.

For Shiseido, who hopes to steal a place in the top three of regional skincare rankings - but is currently sitting in fifth position- the launch of the tutorials is anything but insignificant. By tapping Poppy Delevingne, the brand hopes to increase its notoriety and reach a demographic open to inspiration from the It-girl, targeting France, Italy, the UK and Portugal with its broadcasts.