In Japan, Shisheido has launched a website featuring an interactive manga to connect with its young consumers. It's a kind of a weird experience for a Western European consumer as I am, but it's pretty interesting to see how beauty communication changes from country to country.
To me, it's quite unusual to see a website for a beauty product without a single photo but again, it's a good lesson to learn. For global brands one size (one tone of voice/visual style) doesn't fit all.
As far as I understand browsing around, the Shisheido website is a project which consists of a series of releases of manga stories talking about skin's health and beauty.