For the World Expo 2025, held from April 13 on Yumeshima in Osaka, Shiseido Chief Hair & Makeup Director Hirofumi Kera supervised original makeup designed to match the uniforms worn by the staff at the signature pavilion "Dialogue Theater: Sign of Life" produced by filmmaker Naomi Kawase. The original makeup was developed by Madoka Abo. Additionally, there will be hair and makeup training for the staff led by Shiseido hair & makeup artists.
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Makeup Collaboration for the World Expo 2025 Signature Pavilion “Dialogue Theater: Sign of Life”
Shiseido hair & makeup artists developed and supervised original makeup "Dialogue Beauty."
- Hirofumi Kera
- Madoka Abo
“Dialogue Theater: Sign of Life”: https://expo2025-inochinoakashi.com/en/
"Dialogue Theater" is an experimental pavilion that aims to highlight and address divisions present around the world through dialogue. The concept is based on the belief that dialogue can only thrive in a warm, open atmosphere where differences are acknowledged and respected. To embody this idea, the staff will have the option to use bandanas and accessories to change their look according to their mood each day. By leveraging the power of fashion and makeup, the pavilion aims to create a welcoming atmosphere that respects diversity and warmly greets all visitors.
The original makeup "Dialogue Beauty"
This makeup was developed based on the concept of connecting with society and fostering communication through the power of beauty. In an era of advanced technology, we returned to Shiseido's founding spirit of "Banbutsu Shisei" (all things in nature), aiming to achieve progress for people, nature, and society through the power of beauty.
The attendants at the Kawase Pavilion will have the important role of welcoming guests from around the world during the 184-day event. We hope that "Dialogue Beauty" will help facilitate dialogue and inspire them to feel motivated and energized each day through their hair and makeup.
More about：News release (Japanese only)
計良 宏文 Hirofumi Kera
SHISEIDO CHIEF HAIR&MAKEUP DIRECTOR
An artist who is constantly receiving offers from many top creators for his rich expressive ability and overwhelming level of perfection. The first hair&makeup artist to hold a solo exhibition at a public museum in Japan for his activities that revolutionize the concept of hair and makeup.
阿保 麻都香 Madoka Abo
SHISEIDO HAIR&MAKEUP ARTIST
Manages the analysis of beauty trends. Renowned for developing products and creating hair and makeup based on fashion trends