In 2017, inspired by the philosophy of Japanese traditional cuisine, Shiseido launched a new line of skin care products called Waso. The name is derived from Wasoku, a traditional Japanese cuisine, that advocates the selection of fresh ingredients and minimal use of seasoning to enhance the flavour of the food. The packaging of the Waso line is simple, standing out from flashier brands. As an “entry-level line”, Waso shows dedication to attracting younger consumers. In 2017, Shiseido had two Chinese ambassadors: Huang Xuan and Tang Yan. Gao Yunxuang also joined the brand to endorse their sunblock cream.