Shiseido holds its first congress dedicated to beauty and senior talent
Communication and PR
Shiseido entrusted AREA to bring together leading female voices from various sectors for the first Beauty and Senior Talent Congress, organized by the beauty brand.
The objective of this event was to promote the Vital Perfection Supreme line for mature skin, bringing together 120 women between the ages of 55 and 75 who shared and celebrated different perspectives on maturity. Notable participants included Cruz Sánchez de Lara, Sonsoles Ónega, and Regina Revilla, and, to close the event, a memorable performance by Luz Casal. The congress proved to be a huge success for the brand.
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Exceptional call for proposals with key profiles
Extensive research was conducted to identify and contact more than 200 influential women in fields such as journalism, finance, communications, law, business, and society. The event was designed with a precise focus, aligned with the core value of Shiseido's new launch: women between 55 and 75 years old, an unstoppable group, full of energy and autonomy. These women are redefining the concept of maturity, and the congress was the perfect opportunity to celebrate.
In addition to a personalized digital invitation via e-vite, an exclusive proposal was made through physical invitations, carefully designed to reflect the brand's image and style.
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Amplification and visibility: strategic communication
To ensure maximum visibility for the event, AREA prepared a press release highlighting the findings of the Potential Has No Age report, presented during the congress, and everything that happened there. To strengthen the brand's presence in the beauty market, an exclusive interview was arranged with Frans Reina, president of Shiseido Spain, in one of Spain's leading financial newspapers, ensuring widespread coverage in prestigious media outlets.
Media outlets such as El Español, La Razón, Mujer Hoy, Atresmedia, and EFE covered the event, amplifying the celebration and increasing Shiseido's relevance in the industry.
A unique activation with memorable experiences
The conference was a vibrant space for exchange and reflection, with leading women from key sectors such as business, research, innovation, and culture. In an enriching debate, the importance of linking beauty and maturity was highlighted, with interventions by figures such as Cruz Sánchez de Lara (Vice President of El Español), Sandra García San-Juan (Creator and Executive President of the Starlite Group), Regina Revilla (President of the Carmen Severo Ochoa Foundation), Sonsoles Ónega (Journalist and writer), and Ainhara Viñarás (General Manager of Prestige by Shiseido).
Held at the exclusive Four Seasons Hotel in Madrid, the event included a unique gastronomic experience. The highlight of the day was the performance by Luz Casal, who took the stage and sang four of her songs, creating an intimate and magical atmosphere that left an indelible impression on all attendees.
