Shiseido signed with the Italian opera house La Scala to be its lead partner, according to reports. For the next three years, the Milan-based cast of artists, dancers and actors are set to wear Shiseido’s makeup line. To introduce its forthcoming 2011 collection, Shiseido has installed a retrospective exhibition in the theater’s lobby that showcases the brand’s advertising campaigns from 1870 through today. Also, to promote the partnership, Shiseido has realized an advertising campaign tha...