Shiseido modernises EMEA image with Poppy Delevingne

Published: 19-Apr-2017

Sister of Cara Delevingne, the British actress is working with the Japanese multinational on a series of online beauty tutorials

Shiseido has announced plans to renew its image in the EMEA region by partnering with British actress and model Poppy Delevingne.

The Japanese conglomerate has released a series of online interactive beauty tutorials featuring the sister of Cara Delevingne.

Users can go to the website and click on the Find Your Routine button, then click through a number of subsequent options, choosing their level of beauty expertise to find which skin care options will suit them best.

Areas covered include ‘chief skin concern’ (dryness, redness, uneven complexion) and ‘chief eye concern’ (wrinkles, sagging, fine lines).

The videos contain no dialogue so they can be understood in any language.

Featured product lines include: Benefiance, Ultimune, Bio-Performance Glow Revival and LiftDynamic.

The company has also placed a teaser video for the tutorials on the main website and on YouTube.

They depict a stressed-out Delevingne as she spills milk over the breakfast table and breaks her pearl necklace before entering a Zen-like state of mind by using Shiseido’s products.

Delevingne, 30, is a British Fashion Council ambassador and was the first face of fragrance house Jo Malone.

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