Shiseido Benefique 

This advertisement was designed by Ikuo Amano for Shiseido in 1974. He graduated from Tokyo University of the Arts in 1965 and joined Shiseido in 1966. He contributed to campaigns every season and has worked on advertisement design for major Shiseido products including Benefique, Inoui, and Eudermine.

They were promoting the Shiseido Benefique serum that is still sold today.  The design portion takes up ¾ of the of the advertisement and the remaining space is mainly white and includes text and an image of the product. One of the most intriguing points of the advertisement is that the product is not the main focus at all. There is more of an emphasis on the art which is a black and white photo of a woman in a white dress standing next to a statue. The text on the side reads, “Rainy nights end quietly with Benefique”.  The bottom left corner has the product name, Shiseido Benefique. This era of Shiseido marketing was defined by young artists that took Shiseido's branding into a new direction. They left their old simpler, art deco inspired designs and ventured into more dynamic work that completely altered Shiseido's image and made it more diverse and unique.