Years Active: October 2003 – January 2007
About the brand: Asience is a line of premium shampoo and hair care products sold in Japan by KAO Corp.
In September 2003, Ziyi was chosen to be the face of the brand that was new at the time. The first series of commercials was called Asian Beauty: “The Asience brand takes as its role model women, seen as typifying an image of ‘Asian Beauty’, whose appearance embodies inner beauty or spiritual strength. The ‘Asian Beauty’ image, admired as a new standard of beauty around the world…” The campaign designer couldn’t see a more beautiful women than Ziyi. She filmed 9 TV Ads, personating the Asian Beauty always dressed in red, between September 2003 and September 2005. These Japanese ads also aired in Hong Kong and Taiwan.
In October 2005, the Asian Beauty finally tossed away the famous red dress, leading to a new theme. The second series of commercials were aired until december 2006 when Ziyi’s contract ended. The new theme was called “Modern Space”.