Traditionally, Japanese women have found their beauty images in foreign markets. American and European actresses and models have graced print and t.v. ads as far back as the 1950s setting trends and beauty standards. Japan’s women have responded in kind by mimicking the women they saw in advertisements, changing their hair color from its natural black color to shades of brown and even blond, perming their hair and adopting western color palettes for their make up.
Japanese cosmetics company, Shiseido Co. provided them with something different, products designed especially for their skin texture, tone and hair type. Shisedo has long championed The beauty of Japanese women and now they’ve taken it one step further. The ads for their popular shampoo product, Tsubaki features famous Japanese women, not a new thing for Japan. I have seen ads and commercials there that showcase Japanese beauty.
However the extremely direct ad line, 日本の女性は美しい which translates to Japanese women are beautiful or lovely is what grabs your attention. This blunt approach is something completely new, even for Shiseido. In general, Japanese people are seldom so direct. Culturally, they go to some lengths not to offend, to be polite. Being blunt can sometimes be offensive. They leave that for us.
Over the last several years, Japanese people have been turning increasingly to their culture and history as a source of pride. last year it became hip to have natural hair and women all over Japan (my girlfriend included) were racing to the salons to restore their hair to its natural black and dark brown shades. Japanese band, Rin’ features three young women who play traditional Japanese stringed instruments and had an international hit in 2006 that featured Lisa Loeb on vocals. Additionally, young Nihonjin (Japanese people) are learning more about their history and taking up traditional Japanese skills like archery as hobbies.
Say It Loud, I’m Japanese and I’m proud.
Tsubaki has been a monster hit for Shiseido to the tune of ¥17,797,681,000 ($155 million). That kind of money tends to influence other companies as Proctor & Gamble are following suit in their Japanese ads that focus on Japanese aesthetics and beauty. Whatever.
The good thing that comes out of this is that women gain empowerment in a country that has pegged them as second class citizens for centuries. Now if only they’d pay women decent wages over there. Follow the links below to see more including the ads for Tsubaki on the shiseido site.
source: Yahoo!
