In Japan, there exists a time-honored tradition known as "kakizome," or the first calligraphy of the New Year. This venerable custom serves as a medium through which individuals articulate their aspirations, philosophies, and ambitions for the coming year using brush and ink on paper. This grand event transcends age, gender, and social strata, encompassing both individuals and corporations, as they imbue their calligraphic expressions with the power of “kotodama”—the spiritual power believed to be contained within words.
Shiseido, a paragon of Japanese beauty, sought to reinterpret this millennia-old New Year's greeting ritual, viewing it as an opportunity to forge a novel form of expression. Their ambition was to breathe new life into this ancient practice, reimagining it for the modern era.
The concept of "sizzle"—a term denoting sensory-rich, emotionally evocative expression—plays a pivotal role in cosmetics advertising. It serves to convey the efficacy, texture, fragrance, and freshness of products, thereby cultivating a vivid image of beauty in the consumer's mind.
Shiseido identified a compelling parallel between this sensory appeal in cosmetics marketing and the ritualistic, fluid movements of the calligraphy brush in “kakizome.” Their challenge lay in synthesizing these elements to create an innovative form of expression, one that would bridge the gap between traditional Japanese calligraphy and the sensory allure of modern cosmetics.

Shiseido, a paragon of Japanese beauty, sought to reinterpret the millennia-old New Year's greeting ritual, the "kakizome," viewing it as an opportunity to forge a novel form of expression. The ambition was to breathe new life into this ancient practice, reimagining it for the modern era.
The dynamic sizzle, a visual masterpiece inspired by Japanese aesthetics, is crafted with an innovative approach, utilizing Shiseido’s cosmetics in the creation. By deliberately eschewing color, the exquisite forms and textures are accentuated, exuding a vibrant and commanding presence.
Complementing the visual symphony are onomatopoeias rendered in the distinctive Shiseido typeface, a font meticulously preserved through generations of handwritten tradition. (There are over 10,000 onomatopoeic expressions used in contemporary Japanese daily, which adds a unique layer of sensory richness to the Japanese language, possessing four times that of English.)
This multisensory approach creates a profoundly immersive experience, almost allowing one to hear the subtle sounds of makeup application.

A poll by Mainichi Newspaper found that 41% of people in Japan do not send out New Year's greeting cards (2024). While the numbers are plunging year by year losing to social and digital messages instead, Shiseido’s cards fulfill a dual purpose of paramount importance: they function as a sophisticated means of extending New Year's salutations to business partners while simultaneously serving as a catalyst for elevating employee consciousness.
The newly designed cards was an opportunity to showcase Shiseido's refined aesthetics, emphasizing the Japanese concept of "yohaku no bi" (beauty of empty space), aligning with both traditional and avant-garde design.
This approach not only reflects traditional Japanese aesthetics but also aligns with Shiseido's avant-garde reputation in the realm of design.
To enhance the recipient's experience, a collection of fifteen distinct visual motifs has been curated. These are distributed randomly, imbuing the act of opening the card with an element of delightful anticipation. This thoughtful touch transforms a simple greeting into an engaging interaction, reminiscent of the company's commitment to creating "beauty innovations for a better world".

The dynamic sizzle, a visual masterpiece inspired by Japanese aesthetics, is crafted with an innovative approach, utilizing Shiseido’s cosmetic implements in the creation. By deliberately eschewing color, the exquisite forms and textures are accentuated, exuding a vibrant and commanding presence.
Complementing this visual symphony are onomatopoeias rendered in the distinctive Shiseido typeface, a font meticulously preserved through generations of handwritten tradition. This juxtaposition imbues the black sizzle with heightened vitality, evoking the auditory and kinesthetic aspects of cosmetic application, as well as the associated emotions.
Further enriching the composition is carefully curated copy that captures the positive sentiments and ritualistic nature of cosmetic application, as suggested by the sizzle and onomatopoeia. This multisensory approach creates a profoundly immersive experience, almost allowing one to hear the subtle sounds of makeup application.
In translating this artwork into a New Year's greeting card, cutting-edge digital printing techniques were employed. Varying thicknesses of varnish were applied to simulate the authentic texture of brushstrokes, achieving a remarkable verisimilitude. The result evokes the introspective nature of “kakizome,” the traditional Japanese first calligraphy of the year, inviting recipients to engage with the refined Japanese aesthetic sensibility through an experience of carefully curated negative space.
The card's face features the characters "賀粧" (gashō), a clever play on the conventional New Year's greeting "賀正" (gashō, pronounced the same). This subtle substitution of "粧" (cosmetics) for "正" (righteous) infuses the greeting with a cosmetic company's unique celebratory spirit.
This artistic endeavor seamlessly blends traditional Japanese aesthetics with contemporary design and printing techniques, delivering a multisensory experience that honors both heritage and innovation in the world of cosmetics.

For the inaugural New Year of 2025, the meticulously designed greeting cards were sent to an extensive network partners and companies comprising approximately 900 recipients. This curated distribution encompasses business associates, collaborative partners, key stakeholders, and internal employees, serving as a sophisticated communication vehicle that embodies the company's aesthetic sensibilities and professional ethos.
The carefully crafted New Year's cards functioned not merely as a perfunctory seasonal greeting, but as a nuanced expression of Shiseido's commitment to artistic excellence and meaningful connection. Each card represents a deliberate touchpoint, reinforcing professional relationships and signaling the organization's forward-looking vision for the coming year.
The recipients of these meticulously crafted New Year's greetings initially encounter a single, unique design. However, through subsequent interactions and conversations, they discover the existence of a diverse array of variations. This revelation serves as a catalyst for a novel form of engagement with Shiseido's brand communication.
This innovative approach to New Year's greetings not only showcases Shiseido's commitment to artistic excellence but also demonstrates its ability to create multilayered experiences that resonate long after the initial encounter. By transforming a traditional custom into a vehicle for discovery and dialogue, Shiseido has effectively reimagined the boundaries of corporate communication and brand engagement.
The New Year's greeting card initiative served to fortify 100% of Shiseido's partnerships with its collaborators, reaffirming the company's dedication to pushing the boundaries of beauty and creativity to unprecedented heights.