On New Year’s Day, Lady Gaga enlivened the pages of 50 Japanese newspapers as the lead in Shiseido’s New Year ad campaign. Through 50 different selfies, the diva illustrated the message “Be yourself because that is what makes you beautiful.”
Yomiuri Shimbun showed a selfie of Gaga looking relaxed and wearing no makeup. For Sankei Shimbun, Gaga presented a gorgeous photo of herself with blond hair and wearing bold red lipstick. Gaga wore her hair in big curls and completed her look with cat eyeliner for the selfie contributed to Mainichi Shimbun. In the selfie shown in Asahi Shimbun, Gaga’s black hair and dark eyebrows make an impression. The photos display Gaga’s philosophy of expressing herself through different styles and accepting each of those styles as being her true self. At the same time, the selfies support others to live their lives as they please.
As Japan’s leading cosmetics company, Shiseido has been working actively with young talent since its foundation and is renowned for its fresh and creative ad campaigns incorporating cutting-edge artwork and messages. Its latest campaign shows the company’s stance in harmony with Gaga.
As for Gaga, she was chosen as one of the top 100 influential people in the world and is popular not only for her music but also for her fashion and makeup. She is also good at discovering new talent and promoting them to the rest of the world. Japanese brands such as Christian Dada and Noritaka Tatehana look up to her as a muse.
Expectations are high for what comes next in the collaboration between Shiseido and Gaga. The 50 selfies of Gaga will be available for viewing in sequence on Shiseido’s corporate website (http://www.shiseidogroup.jp/corporate-ad-2015/?rt_pr=tr245).