In 1980, French artist Serge Lutens was asked to design a commercial brand image for the development of Shiseido's international business.
This image was to represent the company's credo: the perfect balance between “excellence”, “prestige” and “perfection”.
Serge Lutens, who was already known for his work with foremost magazines such as Vogue, and a leading French fashion designer, seemed a natural choice for Shiseido, which was looking to promote a striking international image.
Working in direct collaboration with the various departments at Shisei
do, Serge Lutens designed and developed product lines which became milestones in the cosmetics and perfume industries.Serge Lutens' work goes beyond simple advertising; it has universal appeal.
do, Serge Lutens designed and developed product lines which became milestones in the cosmetics and perfume industries.Serge Lutens' work goes beyond simple advertising; it has universal appeal. Through images with a unique style and outstanding creativity, Serge Lutens has made Shiseido instantly recognisable the world over.
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