Anne Hathaway is new face of Shiseido’s Vital Perfection line

By Julia Wray | Published: 31-Aug-2023

Products in the skin care range are designed to lift and firm, and include Intensive WrinkleSpot Treatment and Uplifting & Firming Cream

Shiseido has announced Oscar winner Anne Hathaway as the brand ambassador for its Vital Perfection skin care collection. 

An Instagram post by the Japanese conglomerate’s flagship brand shows black-and-white video footage of the American actress, bearing the slogan ‘potential has no age’. 

The post reads: “We are excited to announce @annehathaway as the new brand ambassador for our Vital Perfection collection.”

Shiseido’s Vital Perfection range features products formulated to lift, firm and brighten the skin. 

Its line-up includes Intensive WrinkleSpot Treatment – a 2-in-1 treatment cream to target deep wrinkles and dark spots – and Uplifting & Firming Cream, described as a global anti-ageing solution.

Speaking to Vogue, Hathaway said: “I’m so honoured that they [Shiseido] felt I was a fit. 

“They’re a brand that’s been synonymous with the highest quality for so many generations; they have such integrity. 

“I’m just really, really thrilled that they felt that I am somebody who could effectively reflect that.” 

Hathaway broke into Hollywood playing Mia Thermopolis in 2001 teen comedy The Princess Diaries

She has since appeared in blockbusters including The Devil Wears Prada, The Dark Knight Rises and Les Misérables as dying mother Fantine, for which she scooped an Academy Award for Best Supporting Actress. 

Hathaway joins fellow actress Hunter Schafer among Shiseido’s line-up of famous faces. 

The artist and Euphoria star was named brand ambassador for Shiseido Make-up in 2020. 

The brand also onboarded soccer star Megan Rapinoe, Japanese-American singer-songwriter Hikaru Utada and Spanish actress Úrsula Corberó to feature in its 2021 Power Is You campaign, promoting its Shiseido Ultimune Power Infusing Concentrate product.

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