The switch

26.10.2015 Shiseido : Advertising : Gender Fluid
High School Girl? By Watts of Tokyo for Shiseido

Japan – All is not what it seems in cosmetics brand Shiseido’s captivating ad.

  • High School Girl? plays with gender fluidity 
  • Demonstrates the transformative power of Shiseido’s products

A number of brands have used the ‘big reveal’ concept to great effect, such as Lidl’s Lidl Surprises campaign, which saw members of the public become unwitting participants in a pricing experiment. Japanese cosmetics brand Shiseido further highlights the power of surprise in its gender-shifting ad.

The camera pans across a classroom of what appear to be young women and cuts to close-up shots of their faces. Upon reaching the last pupil, the wigs come off and the make-up is removed, revealing the boys beneath the beauty products.

Shiseido isn’t the only brand examining genderless beauty. MAC’s MACnificent Me campaign invites men and women to share their personal definitions of beauty.

The Big Picture

Early adopters and innovators are challenging the rigid classifications of gender and race, and opting for personal, nuanced identities. Find out more in our Neutral Culture macrotrend.

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