SHISEIDO AQUALABEL : JOSHIE CHAT
Aqualabel is an everyday over-the-counter cosmetic brand that helps women cleanse and revive thier skin daily. In this spot, we hear the latest “topical”
conversation between the women across Japan through the lens of thier bathroom mirror, capturing them in the middle of a “Joshie” (female group)
chat, dicsussing beauty, well-being and thier fresh perspective on life. We hear a new found confidence and female power that is seldom portrayed in
The spot features a cross section of Japanese women : a veteran model and TV personality – Arisa Mizuki; a former news caster and now modern mother – Touko Amemiya; a comedy talent manager – Ohta-san and a young fashion model – Kiki. Together, they symbolise the modern and vibrant women of Japan.