在8月15日正式全球發佈之前，代表至美、藝術和文化的資生堂在品牌的誕生地及J-Beauty運動的全球中心-東京-揭示了全新設計的彩妝系列。品牌摯友、粉絲、代言人以及最近宣佈的資生堂全球色彩大師Patrick Ta；資生堂亞太區大使Pony；女演員、舞蹈家、資生堂彩妝活動大師水野索諾婭(Sonoya Mizuno)；女演員羅溫-布蘭查德(Rowan Blanchard)、明星髮型師Jen Atkin；攝影師佩特拉-柯林斯(Petra Collins)；模特兼設計師鈴木惠美(Emi Suzuki)；模特萬波Yuka(Yuka Mannami)；和泰國美妝博主PearyPie齊聚東京東雲的當代藝術畫廊TOLOT，共同慶賀主打四款全新質地美妝產品的創新系列。
資生堂全新彩妝系列主打四款不同質地產品-凝膠、水墨、粉狀和霜狀，整個系列共有21款產品，包含 125 個色號，不僅完美融合了先進的科技、精美的工藝與產自本地的原材料，也充分體現了品牌現代、簡約、夢幻、閃耀、華美和創意的特點。資生堂負責bareMinerals、BUXOM和全球美妝開發的總裁Jill Scalamandre表示：「我們的彩妝創新之舉是其它品牌前所未有的。」
在TOLOT畫廊內，全新系列的四款截然不同質地透過先進的傳感技術與LED燈淋灕展現。資生堂藝術總監Keisuke Hori攜手技術總監、藝術家兼Lucent創始人松尾高弘(Takahiro Matsuo)負責了整體創意方向和空間設計。Lucent凝聚了一批透過科技表現理念的互動藝術大師。
資生堂品牌兼全球知名品牌的企業總監岡部義昭(Yoshiaki Okabe)引領水野索諾婭和Patrick Ta參觀了內部空間，闡述了新彩妝系列的重要性及其與護膚之間的緊密聯繫。岡部義昭表示：「整個產品系列的配方非比尋常，質地非常出色。它們真正體現了日式美妝體驗。」嘉賓們還享用了東京宴會服務公司Mokomeshi提供的精美點心。每道點心的靈感來自彩妝系列的四種不同質地之一。其它活動還包括資生堂彩妝大師當場展現化妝技術以及總監兼攝影師麥克-羅森塔爾(Mike Rosenthal)呈現的VIP照片展。
Ahead of its official global launch on August 15th, SHISEIDO — a brand synonymous with beauty, arts and culture — unveiled an entirely reimagined makeup collection in the brand’s birthplace and global epicenter of the J-Beauty movement: Tokyo. Friends, fans and faces of the brand, including newly announced SHISEIDO Global Color Artist Patrick Ta; SHISEIDO APAC Ambassador, Pony; actress, dancer and SHISEIDO Makeup Campaign Artist Sonoya Mizuno; actress Rowan Blanchard; celebrity hairstylist Jen Atkin; photographer, Petra Collins; model and designer Emi Suzuki; model, Yuka Mannami; and Thai beauty blogger PearyPie, gathered at TOLOT, a contemporary art gallery in Shinonome, to toast the groundbreaking collection developed around four key textures.
Equal parts modern, minimalistic, visionary, expressive, luxurious, and creative, the new SHISEIDO Makeup range is classified into four texture categories—Gels, Inks, Powders and Dews—and includes 21 products in 125 shades that seamlessly combine state-of-the-art technology, craftsmanship and locally sourced ingredients. “We are taking an innovative approach to makeup that no other brand has ever done before," says Jill Scalamandre, President, bareMinerals, BUXOM and Global Development Shiseido Makeup.
Within TOLOT the four distinctive textures that comprise the new collection were expressed through the use of advanced sensing technology and LEDs. The overall creative direction and design of the space was led by SHISEIDO Art Director Keisuke Hori in collaboration with artist and technical director Takahiro Matsuo, and founder of Lucent (a group of specialists who create interactive experiences that express concepts through technology).
Yoshiaki Okabe, Corporate Officer of SHISEIDO Brand and Global Prestige brands, lead Sonoya Mizuno and Patrick Ta through the space explaining the importance of the new makeup collection and its imperative link to skincare. “The entire product line is exceptional in its formulations and the textures are especially remarkable. They really offer a sensorial makeup experience from a Japanese perspective," said Okabe. Guests enjoyed small bites by Mokomeshi, a Tokyo based catering company. Each dish served was inspired by one of the four texture categories. Other activities included touchups by SHISEIDO makeup artists and a VIP portrait studio by director and photographer, Mike Rosenthal.
“When people think of Japanese beauty, they think of SHISEIDO. It makes sense that this makeup launch should be celebrated in Tokyo first. Personally, seeing how this all came together makes me very proud," said Okabe.