The invitation said “a touch of gold” and Anne Hathaway he declines it perfectly. Bodice and trousers for afternoon interviews, long golden mermaid dress for the evening. It begins like this, with fashion choices perfectly in line with the new, more daring sartorially trend, the role of global ambassador for Shiseido’s Vital Perfection line, a range of luxurious creams, lotions and masks that restore youthful health and vitality to the skin.
Just turned forty, there is no doubt that Hathaway is the right woman for this role: if at eighteen she was innocent and beautiful in Pretty Princessif at twenty-three she became an icon thanks to the Devil Wears Pradait is today that her true personality seems to come out, in what Americans have already defined as a rebirth, from a stylistic, but also personal point of view, as a woman and an actress.
To celebrate the launch of Vital Perfection and the announcement of this collaboration, Shiseido brought together two hundred guests at Virgin Hotel in New York on a warm September evening, a long celebration of the actress who at times even appeared moved, bordering on tears, especially in front of the affection of the fans. Between cocktails and Japanese-inspired finger food, with hand massage stations to try new products and with a breathtaking view of midtown Manhattan, Hathaway spoke about beauty, but above all about herself and what it means for her to entrust her face to such an important and global brand. «Shiseido and I believe that skin is one of the most important investments you can make in life and that we should never stop exploring our potential, at any age. I’m so honored that they thought of me. They are a brand that has been synonymous with the highest quality and integrity for many generations. I’m really, really excited that they thought I could actually reflect those values.”
Leveraging decades of research into anti-aging skincare products specifically for Asian skin, the Vital Perfection series was developed to promote the skin’s natural healing and rejuvenation processes for best results. It also aims to unlock the full beauty potential of your skin, no matter what stage of life you are in. Some of the products worth highlighting include the Intensive Treatment Vital Perfection WrinkleSpot which is infused with fast pure retinol technology to tackle lines, wrinkles and dark spots; The Vital Perfection LiftDefine Radiance Serum designed to firm, lift and give the skin a brighter and more radiant appearance; and finally, the Vital Perfection Uplifting and Firming Cream which uses Shiseido ReNeura Technology++™ to promote skin regeneration.
«What do I like about this line? It works!», says Anne after describing the not exactly easy beginnings of the collaboration: many meetings, many calls via Zoom until one day, during one of these virtual meetings, the lamp behind which Anne is sitting suddenly turns on a light never seen before. Here is the idea to work on: the splendor. Shadows and light, the two protagonists of the video that accompanies the presentation of the campaign.
Source: Vanity Fair
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