The Queen of Genovia stuns in Shiseido's Vital Perfection Campaign!
By: Farah Khan / September 5, 2023
In a world where age is often misidentified as a barrier for growth and beauty is perceived as skin deep, Shiseido, the global giant in skincare, has shaken things up by announcing its partnership with the Oscar-winning actor and fashion icon, Anne Hathaway. Yes, you heard it right, the dazzling Anne Hathaway is now the face of Shiseido’s VITAL PERFECTION.
You might be wondering why a beauty brand has chosen an Academy Award-winning actress as its ambassador. Well, Hathaway’s authenticity and her timeless elegance make her a perfect fit for Shiseido’s message – “Potential Has No Age.” But it’s not just her acting prowess and impeccable fashion sense that caught Shiseido’s eye; it’s her commitment to charitable work and her work with the UN that truly reflect her inner strength. In a world that often focuses on outward appearances, Hathaway encourages us to explore our inner potential to create a better world.
Shiseido believes that Hathaway embodies the versatility of the VITAL PERFECTION series, which is all about helping you unlock the full potential of your skin. She represents the brand’s new message that reminds us to celebrate the inner beauty that comes with every stage of life. After all, potential doesn’t come with an expiration date.
The brand’s goal is to inspire its customers to embrace their current stage in life, try new things, and adapt, all while conveying the message that “Potential Has No Age.” Potential is like a superpower we can tap into, regardless of our stage in life, much like how we can care for our future skin.
Hathaway herself is a testament to this philosophy. She emphasizes the privilege of growing older and learning more about oneself, shattering the stereotype that age is a barrier to growth. She shares how she observed the importance of investing in her skin from the women in her family, seeing it as something that takes care of her if she takes care of it. For Hathaway, beauty is undeniably something that comes from within.
But what really drew Hathaway to VITAL PERFECTION is its philosophy of harmonious cooperation with the body’s natural processes and potential. The brand was formulated to work efficiently and naturally with the body, providing the best possible skincare results. It combines simple elegance, complex tradition, and knowledge gained over time in a balanced and nuanced way, much like the woman it now represents.
Starting in September 2023, Anne 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 celebrates the power of inner potential using light rays and explores the harmonious nature of darkness and light. It perceives potential as both darkness and light, a brilliance that knows no limits.
Hathaway hopes that others will find the film as inspiring as she does, emphasising the importance of embracing one’s potential. She says, “Inspiration is everywhere – in light, in the air, in touch, in music, in words, in silence, in each other, within ourselves.” It’s a reminder that amidst life’s chaos, beauty surrounds us, and we must look for it and embrace our own potential.
Shop The VITAL PERFECTION Range
So, what about the products themselves? The VITAL PERFECTION Intensive WrinkleSpot Treatment retails for RM510, while the VITAL PERFECTION LiftDefine Radiance Serum is priced at RM635 for 40ml. The VITAL PERFECTION Uplifting and Firming Cream is available in both 30ml and 50ml, priced at RM330 and RM525, respectively. Get your VITAL PERFECTION at nationwide counters, boutiques, kiosks, and selected Sephora stores.