Between 6 October and 19 October, Shiseido is running its first television advertising campaign, focusing on France. The ads are to publicise its new serum, Ultimune power-infusing concentrate, which launched worldwide at the beginning of September.
In France, the ads will run on the channels TF1, Canal+ and also on the six TNT channels and on cable stations. The short films, which run at 10 seconds, 20 seconds and 30 seconds, were created by Vertu Films and are also being shown in Italy, Greece, Spain and Portugal.
They feature the product, which comes in a red bottle, a voiceover describing its chief features, and the tagline ‘reveal the beauty that is already in you’.
Ultimune is manufactured in France for distribution in Europe and Shiseido is making serious claims for its efficacy, including that it took over 20 years to develop. It contains 31 patented ingredients and the firm claims it improves the defensive function of the skin's Langerhans cells against environmental and emotional stress, thereby boosting the skin’s immune system.
Shiseido claims that in four weeks the skin becomes smoother and firmer, and looks younger. The product costs €94.50 for 30ml or €130.90 for 50ml.
