In the promo video, titled “High School Girl? — The Makeup Secrets of High School Girls,” the camera weaves through a classroom full of drop-dead cute young women who pout and wink like true pop idols. But everything is not as it seems.
The camera zooms in on the page of a book that one girl is reading. The small text reads “Did you notice the boys in this classroom?” As the camera backs out of the room, the viewer realizes that — SPOILER ALERT — they’re all dudes.
The big gender-flipping reveal highlights the transformative properties of Shiseido’s makeup, which give you the tools to be whatever you want to be (granted, having veteran hair & makeup artists helps).
Whether this invokes deeper commentary on herbivore men or gender fluidity or whatever, the bottom line is Shiseido has struck viral-video gold.
[This behind-the-scenes video shows how the makeup specialists pulled it off.]