Shiseido appoints tennis star Naomi Osaka as new brand ambassador

Shiseido appoints tennis star Naomi Osaka as new brand ambassador

Japanese beauty company Shiseido has announced tennis star Naomi Osaka as its new brand ambassador in a bid to boost the company’s global exposure.

The Japanese tennis star, who is hoped to appeal to both a Japanese and global audience while encouraging a more diverse consumer base, will be the face of the bareMinerals range and Anessa sunscreen.

Speaking in a statement Shiseido said, “We believe we share with Ms. Osaka the same challenging spirit and world-winning mindset, embracing internationalism while expressing our roots.”

Osaka is the first Japanese player to win a Grand Slam single’s championship and is thought to align with the company’s ‘made in Japan’ brand angle.

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