Parco 1976 Poster “諸君、女のためにもっと美しくなろう”

Men, Let's Become More Beautiful for Women!

Offset poster made for the 1976 media campaign for Parco.

Eiko Ishioka on directing this campaign: 

"Picture a softly lit swimming pool at night. A man cuts through the water like a knife with powerful butterfly strokes, heading straight for the camera. Reaching the end, he props his elbows on the edge of the pool. He is deeply tanned, out-of-breath, wet and impossibly handsome. The air is erotically charged. Painting from exhaustion, he closes his eyes as an overdubbed male voice says, 'Men, Let's Become More Beautiful For Women.'

Well-Groomed men in Japan are scorned as effeminate. Whoever invented the old Japanese saying, ‘A good heart, not good looks, makes the man,’ must have been jealous of his handsome neighbor.

I think that a beautiful body, eloquent speech and good grooming are quite smart. So… Intellectuals! Get a new suit! Brush your hair! Polish your shoes, as well as your minds!"