Shiseido to Reinvent Itself As a “Positive Force”

“Japanese cosmetics company Shiseido has unveiled plans to reposition itself based on ‘empathy,’ in a bid to meet its long-term 2020 goals. Shiseido plans an overhaul of its products, advertising, models, store counters and even brand logo. The changes will start to be seen from the start of next year onwards. The company has appointed Ruba Abu-Nimah as its new Creative Director to oversee the new look.” Read more at Cosmetics Business.