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Shiseido Inks Deal With La Scala

The Japanese cosmetics giant will be the Italian opera house's lead partner for the next three years.

MILAN — La Scala’s performers are getting a fresh new look.

Japanese cosmetics giant Shiseido has inked a deal with the Italian opera house to be its lead partner for the next three years. Kicking off with the current season, the unusual partnership is the first time a cosmetics brand has been linked to the Milan-based theater.

La Scala’s cast of artists, dancers, and actors are set to wear Shiseido’s makeup line plus the famed venue will open-up its doors to the beauty brand. To introduce its forthcoming 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 promote the 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.

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The Shiseido Group-owned brand Carita is also set to contribute backstage, offering performers a selection of its skin care, body and hair products.