If you happen to be in Milan in the next few years and take in a show at La Scala, the city's world renown opera house, then make sure you get a seat up front. Because for the next three years, La Scala's performers will be glammed out in their new official makeup sponsor, Shiseido. The Japanese cosmetics company will kick off the slightly odd partnership with the opera house's current season, which is the first time a cosmetics brand has been linked to the Milan-based theater.
And just as the cosmetics company will help bring the crowds to the opera, La Scala will do it's part to promote the makeup brand as well. To introduce the 2011 collection, Shiseido has installed a retrospective exhibition in the theater’s lobby that showcases the brand’s advertising campaigns from 1870 through today. President of Shiseido Italy, Yoshinori Makino said, “The link with the La Scala theater, this prestigious venue with heritage, shares the same values of our brand: A passion for arts, beauty and tradition that blends excellence and technology, values that have always characterized Shiseido.”
To celebrate this newly minted 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. Bravissimo!
Article and Photo source: WWDSee the Top Ten Summer 2016 Trends for Women Over 40
Tags: advertising, Alia Rajput, arts, beauty, campaigns, company, cosmetics, divas, exhibition, La Scala, makeup, Maria Callas, Milan, opera, passion, Shirley Verrett, Shiseido, technology, theater, tradition, Yoshinori Makino