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Model Sayoko Yamaguchi represents the quintessentially beautiful Japanese woman, a doll come to life. Here she promotes a solid perfume called Mai, whose name derives from the Japanese word for dance. The poster zeroes in on her black-accented almond-shaped eye, peering out from behind a gold fan. Below is the maxim "a subtle scent is more seductive," presented in a mixture of kanji characters and hiragana script that contrast with the more conservative Japanese Shiseido logo that follows. Yamaguchi was the first Japanese model to achieve international fame, signaling the world’s growing acceptance of Asian and non-Western ideals of beauty. Poster for Mai Solid
perfume, 1978
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