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Shiseido Targets Halloween Consumers with Heart-Warming Ads

Japanese cosmetic company Shiseido diverges from the traditional spooky marketing methods during the month of October and instead embraces a romantic Halloween-inspired approach for its latest beauty commercial. Set in a 'Party Bus,' full of festive costumes, the three and a half-minute video briefly follows the story of a love-struck same-sex couple.

Shiseido's beauty commercial is heart-warming both in its theatrical thematics and in its support for the LGBTQ+ community. The creative approach to narration and the soft audio component of 'The Party Bus' ad gently sends a well-intended message of inclusivity, as well as the belief that "make-up becomes bravery."

For its Halloween-inspired beauty commercial, the Japanese cosmetic brand taps into dancer and model Yuki Endo, Japanese-Filipino model Rina Fukushi and Korean-Russian actress Elena An.