Shiseido picks tennis champion Naomi Osaka as beauty brand ambassador

Shiseido has appointed Grand Slam women’s singles tennis champion Naomi Osaka as its new brand ambassador. Osaka will be the new face of Shiseido's beauty brands, ANESSA and bareMinerals. The move comes months after Osaka won her first Grand Slam championship, beating renowned tennis champion Serena Williams.

"Shiseido never stops innovating and changing to best support the lives of consumers worldwide through beauty. With our ever-stronger foundations and upgraded global structure, such as Osaka, we are always striving to improve ourselves. We are never satisfied, always challenging the status quo. As Osaka gives her best, we too are taking on various new initiatives, challenging the world and reaching for new heights," the brand said in a release.

It added that it shares the same "challenging spirit and world-winning mindset" as Osaka, as it expresses its roots through embracing internationalism.

The first brand to take a slice of Osaka's victory was Nissan, which nabbed Osaka as its newest brand ambassador days after her new title. As part of the deal, Osaka will be appearing in global promotions and advertising for the Japanese car brand. In addition, Nissan will support her activities as a tennis player, including the provision of Nissan vehicles at her tour destinations.

Earlier in March 2018, Shiseido launched a new three-year plan that will see the company implementing new strategies to accelerate growth and be among the top three companies in the global prestige cosmetics market, while maintaining its presence in Asia Pacific and Japan.

The three year-plan is the second phase of its six-year medium-to-long term strategy titled “VISION 2020” developed in 2014.

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