On February 9, SHISEIDO announced that it has appointed global artist LISA as the global ambassador for its signature Ultimune serum line. At the same time, the brand unveiled its new campaign titled “FAST. SLOW. FREE.” featuring LISA.
First launched in 2014, Ultimune is a flagship product that has come to symbolize SHISEIDO, having received a total of 331 beauty awards worldwide. In March 2025, the serum was renewed as the next-generation “Ultimune™ Powerizing Serum,” marking a new phase of evolution for the product.
Active globally as an artist, actress, and dancer, LISA has earned widespread acclaim for her powerful performances and her unwavering commitment to continuous evolution. Her drive to keep growing and to deliver the best to her fans closely aligns with SHISEIDO’s core values.
According to SHISEIDO, LISA’s radiant presence and luminous skin—emanating from within—embody the brand’s vision of “skin that glows from the inside,” which Ultimune aims to achieve.
Commenting on her appointment, LISA said, “I have always been a big SHISEIDO fan. I am truly honored to serve as the global ambassador for the brand.” She continued, “To me, beauty is about growth, confidence, and evolving into the best version of myself. I love that ULTIMUNE focuses on strengthening the skin and supporting it over time, rather than fighting age. Because beauty is about being real and confident, inside and out, and feeling strong from within. ULTIMUNE is honestly a go to product for me. I am thrilled to share its proven efficacy and value with people around the world in my own unique way.”
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SHISEIDO President and CEO Kentaro Fujiwara also commented on the significance of Ultimune, stating, “ULTIMUNE is a product that inherits the DNA of Shiseido, founded in 1872 in Ginza, Tokyo. ULTIMUNE brings together cutting-edge technology and continues to evolve, as an iconic serum of SHISEIDO. With her roots in Asia and her global success today, LISA embodies both our brand and the essence of ULTIMUNE.”
Echo Lo, Global Brand President of SHISEIDO, added, “LISA’s perfectly plump and glowing skin reflects a beauty that moves beyond the limit. It radiates from her inner self. She is constantly redefining herself, showcasing her unique and unparalleled beauty in new ways as a global artist representing Asia on the world stage. This embodies the very spirit of ULTIMUNE—an innovative serum from Japan that brings its transformative skincare benefits to users worldwide.”
The “FAST. SLOW. FREE.” campaign will kick off in February 2026 across SHISEIDO’s official global Instagram and TikTok accounts. The campaign will feature a three-part film series in which LISA shares her skincare journey and personal passions. Exclusive content, including insights into her personal beauty routines and messages to fans, will be released progressively throughout the campaign.
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