Japanese women are embracing their own and this has resulted in Japanese brand, Shiseido becoming the top selling shampoo brand. Shiseido’s newest ads for their Tsubaki shampoo did not follow type by using western celebrities. Instead, the company used Japanese women and the slogan “Japanese women are beautiful”. The models used included actresses and models. This winning combination has resulted not only in the company seeing impressive sales figures, with 43 millions bottles sold bringing in $155 million, but other companies are following suit.

Hair care ads are now featuring Japanese women with their black hair instead of the usual fare of western celebrities with blond and brunette hair.