Japanese beauty major Shiseido has rolled out the latest version of its Ultimune Power Infusing Serum in India, backed by a high-profile campaign featuring actress Tamannaah Bhatia. The launch underlines Shiseido’s strategy to deepen its presence in the fast-growing Indian premium skincare market.
The campaign film, unveiled this week, presents Bhatia as the face of resilience and vitality, echoing Shiseido’s global positioning of Ultimune as a product that harnesses the science of skin regeneration to deliver strength and confidence. With this iteration, Ultimune aims to appeal to consumers who view skincare as both functional and emotional, blending dermatological efficacy with a message of empowerment.
For Shiseido, India represents an important growth opportunity. The country’s premium beauty and personal care market is estimated to reach $2.5 billion by 2027, with skincare driving much of the momentum. Ultimune, one of Shiseido’s global bestsellers, has already found strong consumer adoption in markets such as Japan, China and Europe. The Indian launch, supported by local ambassador Bhatia, is designed to strengthen brand recognition and accelerate acceptance among urban millennials and Gen Z buyers.
Kadambari Lakhani, chief executive and director at Baccarose Perfumes and Beauty Products, Shiseido’s distribution partner in India, said the campaign is as much about philosophy as it is about product. “This is about bringing innovation in skin science to India while celebrating confidence and self-acceptance. Tamannaah Bhatia perfectly embodies this ethos,” she said.
Shiseido has signalled that it will invest heavily in India, using both product innovation and storytelling to differentiate itself from global rivals. The Ultimune campaign marks a step forward in positioning the brand not just as a skincare label but as a lifestyle choice, fusing science, artistry and individuality for a new generation of consumers.
