Shiseido has just signed a three-year deal with La Scala, Milan's famed opera. The entire troupe will wear Shiseido in performance, and the brand is showing an advertising retrospective in La Scala's lobby.
It's unusual to think of a performance venue or theater company having a makeup sponsorship, but it's a really smart move. By choosing an opera, Shiseido has aligned itself with a cultural institution that represents luxury and elegance as well as entertainment, and its ads even feature archival images of legends Maria Callas and Shirley Verrett. Coming on the heels of Make Up For Ever's deal with Paris's Moulin Rouge, it seems high-end makeup and high-end entertainment are teaming up all over. Is this the sort of collaboration you like to see?