Tennis star Naomi Osaka is Shiseido's new brand ambassador. Osaka will promote Anessa sunscreen and bareMinerals cosmetics. Osaka is ranked No. 5 in the world and won the US Open singles title earlier this year.
According to Shiseido, the Osaka signing dovetails with the company's new Three-Year Plan as the second phase of its ambitious Vision 2020 strategy to "Be a Global Winner with Our Heritage." The company says it never stops innovating and changing to best support the lives of consumers worldwide through beauty.
"With our ever-stronger foundations and upgraded global structure, like Naomi, we are always striving to improve ourselves. We are never satisfied, always challenging the status quo," the company said in a statement. "As Ms. Osaka gives her best, we too are taking on various new initiatives, challenging the world and reaching for new heights. We believe we share with Ms. Osaka the same challenging spirit and world-winning mindset, embracing internationalism while expressing our roots. For this reason, Shiseido is proud to enter this global agreement, which starts with Naomi as an ambassador of Anessa and bareMinerals."
