In our serial article SHISEIDO MUSEUM, we introduce the “Beauty” story behind the advertisement creations Shiseido has delivered in every epoch. We bring you some of our past issues. We hope they convey our message of hope toward the future.
Rugged yet contemplative, suggesting wisdom, calm and intelligence – the dog together with deeply meaningful copy made for an unorthodox magazine ad, created in 1977 for Shiseido Quintess.
This was not the first time Shiseido had paired a large dog with a human model. A showy 1968 ad titled “The Era of the Male: The Era of MG5” catches a man and a dog in mid-leap. But the serenity of this “Shiseido Quintess” ad is also deeply exquisite.
Shiseido Quintess, released in 1970, broke with skincare advertisement tradition in its winter promotional campaign: instead of the conventional focus on the product or women’s facial expressions, the ads were run in a series of nature-themed, image-centric installations. The one we are showing here is like a scene from a movie in its taste and storytelling. “Quintess” was coined from the English word “quintessence.” The copy, with stately words like “duty,” “obligation,” and “nobility” which are rather unusual in ads, combined with the dog’s forthright gaze and the woman’s profile, help to create the classy, composed image of the brand.
Text: Toshiyuki Marumo, Social Value Creation Division