Staff Reporters
Sep 1, 2023

Anne Hathaway is Shiseido’s new global brand ambassador

The 40-year-old Oscar-winning actor will promote the Japanese beauty brand's “Potential has no age” mantra.

Anne Hathaway is the new face of Shiseido and she’s “thrilled” to be representing the Japanese luxury beauty brand globally.

In an interview with Vogue, the 40-year-old actress professed a huge amount of admiration and respect for the brand.

“I'm so honoured that they felt I was a fit. They're a brand that's been synonymous with the highest quality for so many generations; they have such integrity,” Hathway said in an interview to Vogue.

Shiseido has timed this announcement with the new campaign starring Hathaway for its Vital Perfection line, the brand’s leading age-defying skincare series. The black and white film has Hathaway strolling around an empty room while opening curtains and letting in sunlight. She twirls around the drapes, her hair parted down the side and worn in loose waves.

“Finding your light is not always easy. It can be hard to remember that even shadows can lead us to light,” says Hathaway in the campaign's voice-over.  “Sometimes the light is hidden, waiting to be found … Like our potential. It exists within a brilliance that knows no limits.”

The film transitions to colour, Hathaway flashes her beaming smile and shines in her flawless skin.  “Age defying skincare backed by research on human potential … Potential has no age,” she adds.

“While Ms. Hathaway has earned ever-increasing respect globally for her range as an actor and her many talents, it is her sophistication, resilience, and her respectful perspective of inner and outer beauty that make her the ideal Ambassador for Vital Perfection” says Shiho Nagasaka, vice president of global marketing and communication for Shiseido.

Source:
Campaign Asia

Related Articles

Just Published

38 minutes ago

EMA 2025 winners revealed in live ceremony

Campaign celebrates ingenuity, impact, and excellence in crafting distinctive events across diverse markets in the region.

6 hours ago

Mondelez reveals strategy behind 'Oreo Milky Way ...

Campaign Indonesia speaks with Mondelez International executives about the Oreo Space Dunk campaign, which launched Oreo biscuits into space.

8 hours ago

Women to Watch 2024: Ruchika Varma, Future Generali ...

Defying the confines of Asian conservatism, Varma successfully balances both profit and purpose by empowering minorities through innovative insurance campaigns.

8 hours ago

Old souls, smart tech—the consumer paradox brands ...

As technology races ahead, a new kind of consumer is emerging—one who wants smart solutions powered by AI, but also the grounding comfort of rituals, nostalgia and analogue charm, observes FCB Interface's Noor Samra.