SHISEIDO
YEAR
2026
SERVICE PROVIDED
ART DIRECTION, DIGITAL DESIGN
ABOUT
For the launch of Ultimune Power Infusing Oil, Shiseido introduced a new addition to its iconic Ultimune range. Designed for both body and hair, the formula features camellia, one of the line’s signature ingredients.
LISA of BLACKPINK became the face of the campaign, embodying the product across a series of digital assets. The art direction combines Shiseido’s clean, minimalist aesthetic with a behind-the-scenes feel, enriched by subtle retro references such as CRT televisions and vintage cameras.
CHALLENGE
The main challenge was to maintain a clean and minimal visual language while giving each piece of content its own creative value and identity.
With a limited selection of campaign shots and packshots available, every asset had to feel distinct without creating a sense of repetition. The creative process also required balancing the expectations of both Shiseido and LISA’s team through a dual approval process.
APPROACH
The creative direction was built around three key elements: LISA’s presence, the product itself, and Shiseido’s iconic red.
Each composition gives prominence to either the campaign ambassador or the product, while touches of red create a strong visual thread across the entire campaign. Bold typographic treatments and oversized words were also introduced to bring a more expressive, editorial quality inspired by fashion and beauty magazines.
