Midnight Rainbows

Shiseido, a global beauty leader, demonstrated its commitment to diversity and inclusion. To reach supporters unable to attend, Shiseido sought to extend its inclusivity message. Shiseido launched the "Midnight Rainbow" campaign during Pride Month, transforming post-broadcast color test bars into progressive rainbow flags with 8.1 billion colors. This innovative use of airtime garnered media attention, resonated with Japan's pride community, and reached over 1 million people, establishing Shiseido as a strong advocate for inclusivity in beauty.