Shiseido x Lady Gaga

Shiseido just unveiled their new commercial featuring Lady Gaga. Shot by Ellen von Unwerth in New York including at Lady Gaga's own apartment, it's a bit of an odd one as it doesn't push any new product. Instead, Lady Gaga exhorts women to be themselves as that's what makes them beautiful. This is part of Shiseido's ongoing collaboration with the star. Earlier in February, Lady Gaga appeared in 50 selfies in Japanese publications for Shiseido. The choice of Lady Gaga is a bizarre one for Shiseido, although it virtually guarantees massive press coverage. And yet, one does not see the star in any ad visuals at Shiseido counters.