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Faces at La Scala will wear makeup line.
January 4, 2011
By: TOM BRANNA
Editor
Shiseido signed with the Italian opera house La Scala to be its lead partner, according to reports. For the next three years, the Milan-based cast of artists, dancers and actors are set to wear Shiseido’s makeup line. To introduce its forthcoming 2011 collection, Shiseido has installed a retrospective exhibition in the theater’s lobby that showcases the brand’s advertising campaigns from 1870 through today. Also, to promote the partnership, Shiseido has realized an advertising campaign that features black-and-white images of opera divas Maria Callas and Shirley Verrett applying make-up, sourced from La Scala’s archives. The Shiseido Group-owned brand Carita is also set to contribute backstage, offering performers a selection of its skin care, body and hair products, according to reports.
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