Case Studies: Shiseido
Challenge
For over a century, Shiseido has been the preeminent
cosmetics and skincare brand out of Asia. With a strong
emphasis on advanced scientific research and development,
the company still also maintains its enviable position
as a global leader in aesthetic sensibility, consistently
on the forefront of evolving notions of feminine beauty.
For the launch of two new, global lines of skincare
and suncare products, Shiseido turned to JWT to research
and develop a full range of consumer advertising,
educational materials, and corporate media communications
specifically appropriate to the cultures of major
regional markets worldwide.
Solution
Shiseido was a dream client, allowing me to leverage
my experience in medical research, a fascination with
global cultures, and a weakness for aesthetics and
poetic expression. Our research supported the conventional wisdom
that enormous differences exist among women of different
cultures in perceptions of health and beauty. Deeply
imbedded attitudes toward the sun, for example, dictated
distinctly different approaches to presenting the
benefits of the Shiseido Suncare line, depending on
the target market. In Southern Europe, the emphasis
was on freeing women to more fully indulge in the
sensual pleasures of sea, sand and sun. In Asia, where
fair skin has long been prized as a symbol of social
standing, products with higher SPF ratings were more
heavily marketed, while emphasizing the benefits of
a complexion unblemished by the elements.
Shiseido's global skincare lines offered elegantly simple three-step programs. Vital Perfection supplies skin with a perfect balance of natural moisture, nourishment, and energy by using ingredients such as EPC-K, an exclusive component which helps inhibit oxidation. Vital Perfection also protects skin from the environment by enhancing skin's natural balancing functions thereby making it beautiful and supple.
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