Finally, Shiseido in Japan gives us an inventive beauty ad

Beauty ads often feel a little stale these days. But here’s a clever little film from Shiseido in Japan that makes the brand seem super cool as well as amply demonstrates the transformative power of its products.

The ad relies on a twist so I won’t blah on about what happens here and ruin the fun. But it’s worth noting that while the twist itself isn’t a particularly new idea, it’s the way it’s filmed and the attention to detail in the spot that makes it really stand out. Plus the fact that the brand doesn’t attempt to ram a deep, earnest message home at the end, instead keeping it light with a simple tagline.

The other fun thing is the making-of, which instead of explaining how the ad was made – that is already revealed in the film after all – concentrates on all the products used in it. Undoubtedly this will lead to many sales for Shiseido all by itself.

Shiseido has been in touch with credits for the campaign, which are listed in full below. The company also shared some interesting info how the film was made: apparently it was all shot in one continuous take over more than seven hours. “The students remained in the same position for the entire time, sometimes with their arms and legs shaking from the strain, as they were undressed, dressed and made up,” says Shiseido’s Aya Usui.

Director: Sho Yanagisawa, The Directors Guild
Photographer: Jin Ohashi
Creative director: Masato Kosukegawa, Shiseido
Hair & Make-up: Shiseido Beauty Creation Research Center Team
Chief Make-up Artist: Ai Nieda, Shiseido
Chief Hair Artist: Mikiya Fujioka, Shiseido
Production: Watts of Tokyo
Song: Wanna by Spanova feat. Izumi makura & Itto

What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

The Annual 2018

The Creative Review Annual is one of the most
respected and trusted awards for the creative
industry. We celebrate the best creative work from
the past year, those who create it and commission it.

Enter now


South East London - Competitive


London - £35,000 - £40,000


Birmingham - Salary £30-£35k


Leeds, West Yorkshire - £20,000 - 30,000