Shiseido creates trend-led video to target Halloween consumer

Japanese cosmetics company Shiseido has unveiled an advertising campaign targeted at Halloween consumers, named The Party Bus, according to a report by Sora News.

The three and a half-minute commercial has a tagline stating “As the party bus rolls through the night, hidden feelings are unmasked’, telling a full romantic narrative throughout the commercial.

With a full range of theatrical looks, the advert has a planned message of ‘make-up becomes bravery’ and has employed a host of famous faces to head up the ad including dancer and model Yuki ‘ENDo’ Endo, Japanese-Filipino model Rina Fukushi and Korean-Russian actress Elena An.

The LGBT-focused advert is being lauded for pushing an underrepresented group into the mainstream.

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