This new partnership will convey Vital Perfection’s vision “Potential Has No Age” to the world.
Aug 31st, 2023―Shiseido today announces its global partnership with Academy Award winning actor and fashion icon Anne Hathaway for Vital Perfection, Shiseido’s leading age-defying skincare series powered by research on skin’s inner potential.
Hathaway’s authenticity is loved across the globe, and her timeless elegance, combined with her dedicated work with the UN and other charitable work[i] reflect a deep strength. Through her work, we have witnessed an inspiring woman who encourages us to reach our inner potential to create a better world.
Shiseido believes that Hathaway perfectly represents the versatility of Vital Perfection series, which enables you to reach the greatest potential of your skin. Moreover, she is the embodiment of the Vital Perfection’s new message that Potential Has No Age, celebrating the inner beauty enhanced by appreciating each and every stage of life.
Shiseido hopes to encourage its customers to embrace their current stage in life, to try new things, and to adapt, through conveying the message, “Potential Has No Age”. Potential is essentially power from the future that we can tap into now to live our best lives. Potential is always there, and we can always harness it, no matter what stage we are in life – just like we can love our current skin, we can take care of our future skin.
Based on decades of research, Vital Perfection goes deeper than anti-aging products to work harmoniously with the skin’s natural processes to harness its potential. It works with your skin’s existing networks to encourage the flow of nutrients that nourish and beautify your skin. In this way it acts in partnership with your body to uncover your skin’s deepest potential, no matter your age.
“While Ms. Hathaway has earned ever-increasing respect globally for her range as an actor, and her many talents, it is her sophistication, resilience and her respectful perspective of inner and outer beauty that make her the ideal Ambassador for Vital Perfection” says Shiho Nagasaka, Vice President of Global Marketing and Communication for Shiseido.
Hathaway explained how “Potential Has No Age” resonates with her and her life experience.
“It’s so upsetting to hear age misidentified as a barrier for growth. I would rather we celebrate it for the gift it is. To me, it is an exciting privilege to grow older and hopefully have the opportunity to learn more about oneself. I hope people feel excited to explore their potential always.”
“I have tried to invest in my skin as I observed from the women in my family that my skin would be something that would take care of me if I took care of it. I now understand my skin to be connected to my overall health and wellbeing. Over a longer timeline, it becomes apparent that beauty is definitely something that comes from within.”
Hathway was also drawn to Vital Perfection’s philosophy of harmonious cooperation with the skin’s natural processes and potential.
“I love that the Vital Perfection has been created to work harmoniously with the body. Vital Perfection is based on research that taps into the same networks that encourage the flow of nutrients to nourish skin and ensures it looks its best, working efficiently and naturally with the body, giving the best possible skincare results.”
“I’ve always admired the philosophy of Vital Perfection, how it combines simple elegance, complex tradition and knowledge gained over time in such a balanced and nuanced way.” said Hathaway.
About the Vital Perfection Brand Film
Starting in September 2023, Hathaway will bring the Potential Has No Age message to the world, supported by a unique art film by renowned fashion photographer and director duo Luigi & Iango.
The film, starring Hathaway, celebrates the power of inner potential using light rays and explores the harmonious nature of darkness and light. The film perceives potential as both darkness and light, a brilliance that knows no limits.
Hathaway said she hopes others find the film as inspiring as she does.
“When we talked about the concept, discussed the idea behind it- and during the filming itself – we spoke continuously about the notion of potential and how important it is to grace it to yourself. To believe that your own potential is always there, where your past, present and future meet.”
“Inspiration is everywhere- in light, in the air, in touch, in music, in words, in silence, in each other, within ourselves. Of course, life can become overwhelming and there are always reasons to shut down and close ourselves off… but if we can remember to value the true beauty that surrounds us and look for it, to breathe it in when it appears, we remain open to the reality that it exists within us, too. I hope this film allows people to film take a moment to feel passionate about their own potential.”
About Vital Perfection
Vital Perfection was born in 2014 under the company’s flagship brand SHISEIDO. Currently, the series consists of 15 products, including day and night treatments, masks and the breakthrough formula Intensive WrinkleSpot Treatment that has been proven to reduce the appearance of deep wrinkles in 4 weeks. Learn about the Vital Perfection range and technology here.
About Shiseido
SHISEIDO is a prestige brand that represents the Shiseido Group. SHISEIDO offers skin care, make up, sun care and fragrance products in 88 countries and regions of the world. SHISEIDO strives to bring out the beauty of every individual, regardless of gender, age, nationality or any other personal attribute. As the global prestige brand with roots in Tokyo’s Ginza district, Shiseido expects that SHISEIDO, loved by people around the world, will continue to grow
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