23
Jan
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Shiseido’s TSUBAKI is taking a new approach in their commercial campaigns. I’ve followed this commercial for this product for some time because it so happens to be one of my many favorite campaigns. What makes me like this campaign so much is the use of top actresses and models but also the way it celebrates Japanese beauty. But with its new commercial series I can tell that TSUBAKI has its eyes set on the world.
The first obvious change is the difference in music. What used to be “Dear Woman” by SMAP is now “You’re Beautiful” by James Blunt. “Dear Woman” worked well with a campaign that targeted the everyday Japanese woman because it relates to them. The music is by a well known artist and is a song that celebrates Japanese women. “You’re Beautiful” can transcend to any country. The key words in this song “You’re Beautiful” can be understood by any woman in the world regardless of how advanced they are in English.
The different women portrayed in this commercial also are different. What used to be strictly Japanese actresses and models are now international. They used two models from China, a Caucasian woman, and 3 Japanese women. And even with these Japanese women, 2 of them appear to be hapa (mixed). The different women that represent a different kind of woman is what makes this commercial more global and widespread.
I personally favor the old TSUBAKI commercials that feature some of my favorite actresses. BUT I do understand where they’re going with these new campaign girls. I would say that it’s a smart step to change the feel by using a clean black background with a monochrome touch in some scenes. It makes it clean and sexy in a way that may be more appealing to a worldwide audience than just Japanese. It definitely is geared for the international audience. The music is easier to relate to and the concept of “You’re Beautiful” is straight forward and to the point. As different as it is, I still feel the underlying message of celebrating a women’s beauty through beautiful hair. It’s a nice movement for Shiseido!
It’s a new twist and a new step, but it’s the same TSUBAKI.
