CHALLENGE
Shiseido Makeup launched its re-imagined makeup collection with
21 products (124 shades) shifting to a classification system based entirely on sensorial textures: Gels, Inks (main focus of the campagn), Powders and Dews. The campaign needed to convey this ground-breaking approach to makeup that no other brand had ever undertaken before.
SOLUTION
My role in this campaign was to create the holistic vision for a cohesive visual global campaign using existing assets, which included digital, marketing collateral, storyboards for videos, VM, OOH and event guidelines. I started with a moodboard to capture the look and feel and let the ideas flow.
Next I translated the research into design. Working closely with the ECD, I focused mainly on vibrant textures which I enlarged and playfully placed behind models and key products that were chosen for the campaign. The white background created a striking contrast to vivid imagery. I kept the typography minimal acting as support to the powerful visuals.
RESULTS
The elevated and consistent Shiseido worldwide brand identity campaign that I spearheaded with my team enabled the brand’s aggressive growth strategy across global markets with massive success, establishing itself as clearly, a strong player in the luxury makeup space. The collection was distributed in 88 countries and regions across the world.