Shiseido, which has been in the news lately for naming a new CEO, Ron Gee, and selling BareMinerals, Buxom, and Laura Mercier, has announced its global campaign, “Power is You,” is a huge success.  

Created to promote its best-selling skincare line, Ultimune, the campaign video features four brand ambassadors—Megan Rapinoe, Ursula Corbero, and Hikaru Utada (shown above), along with Utada’s song, “Find Love.”

Ultimune is also a huge success, selling more than 20 million units since its launch in 2014. 

18 Million Views & Counting

Shiseido reports that the “Power is You” campaign video has topped 18 million views worldwide since it debuted last summer. Scroll down to watch it below. 

Utada was named Japan’s “Most Influential Pop Star” in 2009, Billboard reported. 

The video features Shiseido’s three ambassadors, who each have diverse backgrounds in sport, art, and social activism—and “each uses her power as a beautiful force in the world,” the company says. 

Through their unique stories, the “Power is You” video aims to “bring out the power of beauty within to transform all into a beautiful force,” Shiseido says, and “bring about better change in society.”

Utada will release an album and stream an online concert in 2022.

Shiseido’s Ultimune, Updated Again

Shiseido’s Ultimune collection is the brand’s “hero,” and its formula is continually updated. It’s a favorite among beauty editors, has won over 200 beauty awards, a bottle was being sold every 13 seconds, Shiseido reported in 2018.    

The Cut reported in 2018 that Shiseido took ginkgo, perilla, and thyme botanicals from its original award-winning formula and added lotus germ to create the foundation of its innovative “ImuGeneration Technology.” 

Now, Shiseido has added “Lifeblood” to its Ultimune Power Infusing Concentrate and Power Infusing Eye Concentrate. 

The serum is formulated to “activate skin’s inner defensive power and helps prevent aging damage,” the brand says. “Lifeblood” claims to “boost beauty circulation,” which Shiseido says is the key to healthy looking skin.

The Ultimune line claims to deliver visible changes to the skin in smoothness, radiance, and resilience.

With a recyclable glass bottle and a reuseable dispenser, the packaging reduces waste. The pump is made from botanically derived plastic. 

Take a look at the popular campaign video below.