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Shiseido “Love in Color” TV ad (1970)

Contributed by Florian Hardwig on Jun 6th, 2021. Artwork published in .
    Shiseido “Love in Color” TV ad (1970) 1
    Source: https://www.instagram.com nippon.tv. License: All Rights Reserved.

    In 1968, Tina Lutz (better known under her married name, Tina Chow) became the face of Shiseido. This TV commercial by the Japanese cosmetics brand from 1970 includes a card saying “Love in Color” set in Craig Mierop’s Ginger Snap. The zeitgeisty face is shown with drop shadow, in two shades of green. The typeface used for the Japanese text at the end of the clip is unidentified.

    Via nippon.tv. Hat tip to JWM!

    Shiseido “Love in Color” TV ad (1970) 2
    Source: https://www.instagram.com nippon.tv. License: All Rights Reserved.
    Shiseido “Love in Color” TV ad (1970) 3
    Source: https://www.instagram.com nippon.tv. License: All Rights Reserved.
    Shiseido “Love in Color” TV ad (1970) 4
    Source: https://www.instagram.com nippon.tv. License: All Rights Reserved.

    Typefaces

    • Mierop Ginger Snap
    • unidentified typeface

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    1 Comment on “Shiseido “Love in Color” TV ad (1970)

    1. Grey Art Gallery has an image of a poster from the same campaign:

      Image: Grey Art Gallery

      The Love in Color line, like Pink Pop, promoted a range of pinks and pastels as alternatives to red, which had been the dominant lipstick color in Japan until the 1960s. Art director and designer Makoto Nakamura used American sisters Tina and Bonnie Lutz, who had a Japanese mother and an American father and whose features, like those of model Bibari Maeda, were neither Japanese nor Western but rather a combination of both.

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