▼More information
Click Here!
▼For the Movie
Click Here!
Other
Sawako Yuri involved in the development of Shiseido Creative's project “The Color Vision Diversity Makeup Experience”
- Yuri Sawako
In its new project, Shiseido Creative Co., Ltd. focusedd on color vision diversity and expressinged the differences in the way we see beauty using tools that allow us to experience the perspective of minorities.
The members of “Shiseido Universal Beauty Design®︎” examined the question:“Is the color makeup on the market, which reflects the latest trends and preferences of the majority, considered to be“beautiful” by everyone? Under the theme of “questioning beauty,” members of “Shiseido Universal Beauty Design” proposed new “makeup that “allows people to experience the diversity of color vision*1.”
Development of co-produced visual “MY COLOR, MY BEAUTY.”
*1 What is color vision diversity? ...... There are three types of cone cells that sense colors when the retina is exposed to light. However, due to congenital or acquired factors, there are a certain number of people who perceive colors differently due to having a small number of cone cells. The most common color vision type is “C-type color vision,” while “P-type color vision” and “D-type color vision,” which are in the minority, is said to be experienced by about 5% of men and 0.2% of women in Japan, and about 8-10% of men and 0.5% of women in Europe and North America.
In this project, as a new creation of beauty, we challenged ourselves to create a makeup kit and visuals that would allow users to experience the way minorities see the world in terms of color vision diversity.
Co-creation partner Ayami Azemoto
Unemoto's selection of Shiseido makeup products
Color seen by a type C colorblind person (left)/Color representing the color seen by Ms. Unemoto (right)
During a photo shoot using variantol*2.
*2 Variantol is a pair of glasses worn by ...... staff and is a colorblindness-simulating filter that can simulate the vision of colorblind people.
In the production process, we worked with Ms. Ayami Unemoto, who is visually impaired and a color-vision minority, from the planning stage, and held repeated discussions with her.
From Shiseido's wide variety of lipsticks and eye colors, we selected the colors that Ms. Unemoto found most “beautiful,” and created a visual and color kit that paired the selected colors with the colors Ms. Unemoto sees when she looks at them.
For the photo shoot, staff members with C-type color vision, who are considered the color-vision majority, wore “Variantol*2” and worked together to complete a new expression of beauty, bringing them closer to the world of the color-vision minority as Ms. Unemoto sees it.
CREDITS
PROJECT MEMBER Shoko Shiota, Reina Kamimura, Jun Kitamura (SHISEIDO CREATIVE)
PHOTOGRAPHER Masato Kanazawa (SHISEIDO CREATIVE)
HAIR & MAKEUP ARTIST Sawako Yuri (SHISEIDO)
FILM DIRECTOR Tsuyoshi Ono (onophoto Inc.), Shingo Kasai (Urugaya Inc.)
PARTNER Ayami Unemoto
MODEL Selene Himekawa
CASTING Proceed Inc.
Cooperation
Takara Supply Communications Co.
ITO OPTICAL INDUSTRY Co.
Message From Sawako Yuri
This visual was created through an encounter with Ms. Ayami Unemoto, who is visually impaired and a color-vision minority.
Through this project, I learned many things that I had never noticed before and made many new discoveries.
This project helped me to understand that the way minorities see the world in terms of color vision diversity is not something special, but “one of the individual characteristics of each person,”! and I hope it will lead to the discovery of new values and beauty.
Shiseido Hair and Makeup Artist Sawako Yuri
She has been commissioned by many actresses and celebrities to do promotional advertisements and magazines for the “Majolica Majorca” makeup brand, “Elixir Lefle” and other brands.
In her own creative work, she has collaborated with outside creators such as illustrators Akira Uno and Yoko Hasegawa, paper cutout artist Ayame Kikuchi, and painter Yuko Higuchi to present their works. The exhibition was held at Shibuya Hikarie in Tokyo and traveled to Korea, Thailand, and Hiroshima.
The one and only! The “KAWAII” worldview has a strong presence and attracts many people.
HP
IG
SHISEIDO Universal Beauty Design®︎
From left to right: Reina Uemura, Shoko Shiota, Jun Kitamura
This is a project that was launched in 2017 by Shiseido Creative, and aims at to achieve one of our company's design philosophies: “To Nnot only to pursue beauty in appearance, but also to provide everyone with a stress-free and exciting experience for all consumers who come into contact with cosmetics.
Click Here！