SHISEIDO WASO
WASO, the global skincare brand by Shiseido, was formed under the theme of skincare created from the best ingredients for a uniquely personal beauty. Atelier (monopo Tokyo), in partnership with New Peace, planned and produced a creative that communicates the excellence of the product with a new approach targeting younger generations. We have been conducting social media strategy and asset production, implementing influencer initiatives and creating in-store POP UPS for approximately three years.
A Social Concept Targeting a New Generation
Inspired by the Japanese food philosophy of “bringing out the best in ingredients,” WASO skincare is derived from local natural materials to promote healthier skin and a smaller carbon footprint. The “veggie-in cosmetics” concept was regenerated to appeal to the new Generation Z target audience by rebranding the social media strategy and content, shifting its focus on sustainability and the brand’s core values.
Communicating Sustainability and Local Ingredients
In rebuilding the concept, the brand reconsidered its products’ formulations from Generation Z's perspective, deciding to focus on the brand's commitment to sourcing natural, locally grown ingredients and their effect on the planet. We achieved this by showcasing the natural elements as well as celebrating the product design, prioritizing sustainability.
By playfully capturing the raw materials and each product’s unique manufacturing process in four Japanese regions, we were able to express the brand’s core values of sustainability, sourcing local ingredients for a generation believing in self-love and a better future. This also allows transparency in product manufacturing, staying true to the concept of returning to nature for organically refreshing skincare results.
Thoughtful Marketing Capturing the "Natural State" of Influencers
In addition to creating social assets to redefine the brand's presence on social media, we also formed the strategy for global influencer marketing. By creating guidelines on how to attractively express the brand when requesting posts, we developed the "No Filter Beauty” concept that influencers around the globe could adopt. The message was; "you are beautiful the way you are, without needing any filter.”
Based on this concept, we asked influencers to post on their social media, expressing their true selves with no filters and no makeup. The influencers were asked to share their experiences of overcoming complexes through WASO products and express their perspectives on "No Filter Beauty," which resonated with many of the global ‘Gen Z’ population.
- clientSHISEIDO,WASO
- our roleSOCIAL PLANNING, STILL PRODUCTION, VIDEO PRODUCTION
- the team
- ＜Branding / Total Produce,Direction＞Account Manage, Produce, Concept PlanningAsuka Otani (REING)
- Art Direction, DesignHiroka Hasegawa (H inc.)
- CopywritingEdo Oliver (REING)
- ＜KV, lead movie＞Production ProducerToshika Kosako (monopo), Klara Blanc (Atelier)
- Photographer [People/SNS]Shohei Takenaka
- Photographer [Products/Packshot]Takuo Itayama (WAQON)
- AssistantMotoi Sato
- EditorHiroyuki Nakagawa (Gris)
- Location CoordinatorHayato Oshio (Nanairo)
- Photo ProducerTomoyoshi Arima (JXL)
- Project ManagerYu Ichikawa (JXL)
- CastingAsuka Otani
- <SNS>Production ProducerToshika Kosako (monopo)
- SNS Strategy PlannerAsuka Otani (REING), Klara Blanc (Atelier)
- Contents DesignAn Hsu
