On 15th November 2017, the Japanese luxury brand revealed Felicity Jones as the new face of its luxury skin care and cosmetics.
Shiseido Group is prized to develop its brand relaunch amid the announcement that actress Felicity Jones is the new face of the luxury skin care and cosmetics brand, Cle de Peau Beaute.
The actress will make her first appearance in January 2018 in an advertising campaign shot by famed and much sought-after British photographer David Sims.
Strategic choice
"A crucial element of Cle de Peau Beaute is to help customers feel that our brand belongs in their lives,” said Yukari Suzuki, Brand Director of Cle de Peau Beauty.
Commenting on the selection of Felicity Jones as the new face of its high-end prestige label, Suzuki added: “Felicity is aspirational, yet highly relatable, which makes her the ideal face of Cle de Peau Beaute. She embodies the brand's DNA: intelligent, uncompromising and exquisite. Her passion and incredible dedication to her craft have allowed her to make an impact on the world and those around her."
Global appeal
Felicity Jones is best known for her Academy Award, BAFTA, SAG and Golden Globe-nominated role opposite Eddie Redmayne in James Marsh's The Theory of Everything.
Leading the cast in Rogue One: A Star Wars Story, directed by Gareth Edwards, the film was released to the globe’s fans on 16th December 2016 and achieved over $1 billion internationally.
With upcoming roles in the Ruth Bader Ginsburg biopic, On the Basis of Sex, and the Luca Guadagnino directed Swan Lake, her addition will help Shiseido Group to focus on the strategic direction of its favoured skin care and make up brand.
"It's important to me that my values align with any brand I'm affiliated with," expressed Felicity Jones, Actress and Global Brand Face of Cle de Peau Beaute.
Upcoming campaigns
"Cle de Peau Beaute made it clear that they approached me because of my principles and dedication. I'm so proud of the Spring/Summer 2018 campaign and cannot wait to unveil it to the world," Jones enthused.
The Spring/Summer 2018 campaign has already been shot, taking place in London, England. The images will be released around the world in both print and online media placements across Asia, the US, Canada, Russia and the travel retail segment.
Cle de Peau Beaute is currently available in thirteen countries and areas including Japan, mainland China, Hong Kong, Taiwan, South Korea, Malaysia, Thailand, Singapore, Vietnam, Indonesia, the US, Canada and Russia.
The brand’s name, which means 'the key to skin's beauty, strives to follow its philosophy of “unlocking the power of a woman's radiance by harnessing make up technologies and some of the most advanced skin care in the world”.