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When Shiseido hired French photographer and designer Serge Lutens—who had worked for France’s Christian Dior from 1968 to 1980—he was charged with creating an image that would symbolize the corporation’s philosophy in an internationally comprehensible visual language. Always attracted to Japanese art and culture, Lutens devised a stylized woman embracing a red circle, suggestive of both the Hinomaru, or Japanese Rising Sun, in particular, and Eastern philosophy in general. In a bold and extremely unconventional move for a Japanese corporation, the poster’s minimal text appears only in French: Beauté, Soins, Parfums (beauty, care, perfumes). Poster for Shiseido Co.,
Ltd., 1980
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