Shiseido HK exemplifies the power of camellia with boy band MIRROR

Shiseido Hong Kong has unveiled a brand campaign, celebrating the essence of resilience through its global creative platform, “Freedom From Age”. It comes upon the launch of the latest iteration of brand-iconic ULTIMUNE.

The NEW ULTIMUNE prides itself as the first “full bloom” anti-aging serum, utilising Shiseido’s Camellia+ with breakthrough technology focusing on Memory T Cell to enhance skin immunity and eliminate aging skin cells from within, delivering anti-aging benefits to end the skin’s aging cycle as the ultimate solution.

The campaign, themed #FullBloomBeauty and created in collaboration with creative agency Omelette Digital, media agency iProspect and digital agency Pontac, highlights Shiseido’s camellia as a powerful symbol of strength and beauty, thriving even in the harshest conditions. It will run from March until May 2025.

As part of the campaign, the brand continues to partner with its endorsers Keung To, Anson Lo, Ian Chan and Edan Lui, the four members of Hong Kong boy band MIRROR. 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 Hongkongers with vibrant out-of-home (OOH) advertising, bringing the message of #FullBloomBeauty that resonates and dominates throughout Hong Kong. Exclusive MIRROR collectibles are offered at Shiseido upon purchase, 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.

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