Brand SHISEIDO launches the latest iteration of brand-iconic ULTIMUNE, celebrating the essence of resilience through its global creative platform, “Freedom From Age.” The Hong Kong branding campaign, themed #FullBloomBeauty and created in collaboration with creative agency Omelette Digital and media agency iProspect, highlights SHISEIDO’s camellia as a powerful symbol of strength and beauty, thriving even in the harshest conditions.
The NEW ULTIMUNE, recognized as the first “Full Bloom” anti-aging serum, utilizes SHISEIDO’s patented Power Fermented Camellia+ with world-first breakthrough technology focusing on Memory T Cell to enhance skin immunity and eliminate aging skin cells from within, delivering exceptional anti-aging benefits to end the skin’s aging cycle as ultimate solution, rejuvenating youthful skin with new vital glow.
This spring, SHISEIDO continues its partnership with Keung To, Anson Lo, Ian Chan and Edan Lui, the four members of the beloved Hong Kong boy band MIRROR, who have served as the brand endorsers over the years. In the captivating story video, the members share how they are inspired by the resilience of camellia, a spirit that empowers them to embrace their own full bloom beauty.
Additionally, a series of functional videos spotlight each MIRROR member, unveiling their personal stories on how the all-new ULTIMUNE helps them unleash their inner resilience and foster full bloom beauty.
To amplify the campaign as talk-of-the-town, SHISEIDO is delighting HK citizens with vibrant out-of-home (OOH) advertising, bringing the message of #FullBloomBeauty that resonates & dominates throughout Hong Kong. Exclusive MIRROR collectibles are offered at SHISEIDO upon purchases, connecting fans to the brand and their favourite boy band.
Gloria Ho, President and Managing Director of Shiseido Hong Kong, said: “NEW ULTIMUNE is our latest science-backed innovation, backed by over 30 years of research, bringing SHISEIDO’s over-the-century Art & Science together. By highlighting camellia’s resilience story, we aim to inspire and engage local consumers, demonstrating how our product embodies inner strength and vitality, echoing Shiseido corporate mission “Beauty Innovation For A Better World”. This branding campaign, combined with our omni-channel marketing strategy, will create a unique and immersive experience for our customers.”
“The term ‘全盛期’ has traditionally been used to define the peak era of an individual. It is our privilege to bring a twist to this concept, reminding consumers that beauty knows no age. Everyone can radiate with full-bloom beauty at the best of their age as they unleash their inner resilience,” said Andrea Choi, Creative Director of Omelette Digital.
As part of the campaign, SHISEIDO also released a series of teaser videos featuring each MIRROR member gazing at the iconic IFC building, witnessing the blooming of camellias. These captivating visuals set the stage for the SHISEIDO pop up event, inviting all beauty lovers to celebrate resilience and beauty together.
