In a bid to push the company forward, Shiseido is putting on a refreshing take on its marketing and is “renovating its communication and to further expand touch points with its consumers,” said the company.

As part of its Vision 2020 strategy, the company has put a focus on travel retail, appointing a dedicated team in Singapore. However, there are more changes afoot at the Japanese cosmetics, skin and hair care company.

The company is said to be overhauling its product line, advertising visuals, models, store counters and brand logo; all which are said to take place next year. Leading the change is Ruba Abu-Nimah, Creative Director, who comes with a great track record and has received multiple design awards, having worked in New York and Paris.

Abu-Nimah will be focused on retaining its Japanese heritage and contemporary image onto the global stage.

The Ultimune Foundation, a key range in its travel retail market, will be unveiled at the TWFA World Exhibition in Cannes with a change in appearance.