Shiseido taps Flare to bolster PR offerings in HK

Riding on the successful launch of its brand campaign, brand Shiseido Hong Kong amplified it through a pop-up event last week, done in partnership with Flare Communications, Pontac and Untitled.

Don't miss: Shiseido HK exemplifies the power of camellia with boy band MIRROR

The brand campaign aims to celebrate 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 campaign, themed #FullBloomBeauty, 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.

The brand invited MIRROR member to gaze 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.

The event was also the first work produced after Flare Communication was appointed by the brand to handle its PR duties in Hong Kong. This partnership will focus on delivering integrated communications services.

As part of the partnership, Flare Communications Group will be responsible for developing an overall brand communications strategy, media relations, influencer marketing, creative content, brand ambassador management, and special events and experiences.

Bastian Wong, founder and CEO of Flare Communications Group, expressed her enthusiasm regarding the appointment: "We are extremely delighted about this appointment, which is a clear display of our agency’s integrated PR capability in the beauty and lifestyle category. We fully understand how to develop engaging and impactful dialogue between audiences and brands.”

Flare Communications Group is now working with a diverse range of clients including Chow Tai Fook, OMEGA, Moet & Hennessy, Sephora, Tom Ford Beauty, Fenty Beauty, UNIQLO, Xiaomi, Marks & Spencer, amongst others.

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