This campaign was created to launch Shiseido's 16 shades of red lipstick in the American Market. But how do you engage women about another red lipstick? You search for the truth. This isn't another ad about lipstick. It's rather something different. It taps onto the fact that every woman has multiple sides to her. One day you desire to be sweet and suave, the other day you're femme fatale. Shiseido is the only brand that offers a range to serve every personality type whim of yours.