Shiseido is singing a new beauty tune. Beginning with the 2010-2011 theatrical season, the Japanese cosmetics giant will be the three-year partner and official supplier of Milan’s “La Scala” theater. As of this season, all the artists at La Scala will use the products of the Shiseido makeup range. In addition, the foyer of the galleries will present the new 2011 launches and host an exhibition of the brand’s advertising campaigns from 1870 to today; photos of Maria Callas and Shirley Verrett having their makeup applied are included. The sponsorship project will also involve the Carita brand, owned by the Shiseido group.