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Yokoo Tadanori 橫尾忠則
Poster, 'Shiseido Eudermine' 「資生堂Eudermine活膚水」宣傳海報
1997
This is a poster for the ‘revitalising lotion’ Eudermine, one of the oldest and most popular products manufactured by the Japanese skincare and cosmetics firm Shiseido. At the top of the composition is a drawing of the original Shiseido shop in Ginza, Tokyo. Below the drawing are portraits of eleven key figures in Shiseido’s history, beginning at left with founder Fukuhara Arinobu and first president Fukuhara Shinzo, an illustration of the lineage of leadership since the company’s founding in 1872. In the centre is a drawing of a partially clothed woman holding a bottle of Eudermine, recalling the aesthetics of ukiyo-e woodblock prints. Her traditional appearance contrasts with the commercial context, illustrating Yokoo Tadanori’s interest in mixing the historical with the contemporary. Shiseido’s camellia trademark appears on either side of the central figure, while promotional text runs along a field of crimson and white. In the foreground is a bottle of Eudermine flanked by historical portraits. The scrolling ‘Eudermine’ text emanating from the mouths of the three female figures wittily advertises the product’s enduring appeal.
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