Shiseido just launched a striking Lunar New Year campaign that effortlessly fits into the beauty company's original branding. The tiger ( a symbol of luck), of course, takes center stage in the marketing materials and packaging. Chinese New Year—Shiseido stresses—is an important time as women are filled "with the hope of becoming a stronger more confident version of themselves."
With the slogan 'Awaken Your Hidden Strength,' the Lunar New Year campaign is designed in collaboration with Chinese artist Angel Chen. The collaborators drew inspiration from 'In Me, Past, Present, Future Meet' by British poet Siegfried Sassoon.
Products included in the limited-edition Lunar New Year range are the award-winning Ultimate Power Infusing Concentrate, the Vital Perfection Uplifting and Firming Cream, and the Legendary Enmei Serum.
Image Credit: Shiseido
Why This Trend Is Growing
- Cultural-themed Beauty Collections
- Beauty companies can capitalize on specific cultural events by launching related limited edition collections to create buzz and boost sales.
- Artist Collaboration Campaigns
- Collaborating with artists and influencers can add a fresh perspective and creative touch to marketing campaigns, attracting new audiences and enhancing brand image.
- Symbol-driven Product Packaging
- Incorporating cultural symbols and traditions into product packaging can increase brand relevance and appeal to consumers who value cultural significance and traditions.
Industries Being Reshaped
- Beauty
- The beauty industry can explore creative ways to incorporate cultural events and symbols into their products and campaigns to drive sales and enhance brand relevance.
- Art
- Artists and designers can work with beauty brands to create unique collaboration campaigns and product packaging that reflects cultural significance and values.
- Marketing and Advertising
- Marketing and advertising firms can help beauty companies implement culturally-themed campaigns that resonate with diverse audiences and drive engagement and sales.
