"Shiseido Honey Cake" (1964)

“Shiseido Honey Cake” (1964) was the first magazine ad that Eiko Ishioka directed for Shiseido.  The advertisement features an image of a ruby-red bar of soap being cut cleanly in two by a knife, with the tagline, “Other soaps just don’t cut it like the Honey Cake.”  With the vibrant color and dramatic cut, the texture, characteristics, and sheer presence of the product were highlighted.  

Although to some the idea of the product being cut in half seemed appalling, Ishioka didn’t shy away from the bold concept, and as a result the ad was very successful and even received an award.