March 2018—Shiseido’s TSUBAKI launches a fully renewed brand communication to accompany renewal of its products.
In 2006, Shiseido launched the TSUBAKI haircare line with the phrase “Japanese women are beautiful” to praise the beauty of Japanese women. However, environment surrounding women has changed significantly over the last 12 years. There has been increased attention to potentials of women in various areas, as well as diversification of ways of life and the definition of beauty. With these changes, TSUBAKI’s idea of beauty has also progressed to “beauty is not about outer validation, but confidence that springs out from within.”
TSUBAKI’s new message is, “Good hair pushes your back.”
The new brand communication does not hero ‘someone,’ it heroes women’s ‘hair’ and sheds light on the value of hair for women. The 60’ and 15’ spots, as well as the storefront visuals, express the message that good beautiful hair shouldn’t be considered as burden or troublesome in your busy everyday life, but rather, something that makes you positive and confident.
W+K TOKYO
Creative Director: 久山 弘史(Hiroshi Kuyama)
Copywriter: 久山 弘史(Hiroshi Kuyama)
Art Directors: 大野 慎吾(Shingo Ohno), 青木 二郎(Jiro Aoki @Hatsumei-inc.)
Agency Producer: 鎌田 慎也(Shinya Kamata)
Account Team: 坂入 岳海(Takemi Sakairi), 鎌田 慎也(Shinya Kamata)
Comms Team: ジャスティン ラム(Justin Lam)
Executive Creative Directors: マイク ファー(Mike Farr), 長谷川 踏太(Tota Hasegawa)

PRODUCTION
Production Company: kichi inci. / ROBOT COMMUNICATIONS INC.
Director: 江藤 尚志 （Hisashi Eto）
Executive Producer: 高橋 聡 （Satoshi Takahashi）
Line Producer: 松原 史和 （Fumikazu Matsubara）
Director of Photography: オリバー・ミラー（Oliver Millar）
EDITORIAL
Editorial Company: Cutters Tokyo
Editors: ライアン・マクガイヤー（Ryan Mcguire） / 中村 幸志朗（Koshiro Nakamura）
Post Producer: 原 来智 （Raichi Hara）
Editorial Company: 株式会社ダダビ
Editor: 中村 幸志朗（Koshiro Nakamura）
VFX
VFX Company: Cutters Tokyo
Flame Artist: 安田 雄策 （Yusaku Yasuda）
MUSIC + SOUND DESIGN
Music+Sound Company: Another Country
Sound Designer: マイク・リーガン（Mike Regan）
MIX
Mix Company: DIGITAL GARDEN Inc.
Mixer: 石村 高明 （Takaaki Ishimura）