WASO: A new Japanese skincare line from Shiseido for twenty -somethings to connect with millennial youth in an emotional way through digital culture. W＋K Tokyo handled the launch of WASO, a new skin care line targeting youth from Shiseido brand. Shiseido is a Japanese cosmetic company founded in 1872 with their products available in 88 countries.
The campaign composes of talents such as Viviane Sassen and Julian Klincewicz who have helped create strong visual and film contents for the project. Targeting the generation of the “digital native,” WASO campaign is strategically and creatively produced for mobile digital platform. Communication strategy was to inject creative idea into digital culture, where each piece of communication has a clear role in driving consumers down the purchase path – from building awareness, to consideration, and to trial & share all on digital platform. WASO’s official Instagram site launched last July as one of the platforms rolling out these social contents to build awareness and consideration.
WASO Japanese official website where audience can register for trial sampling will launch first in Japan in August, 2017. W＋K Tokyo is also responsible for the package design of product’s outer carton. The WASO brand lineup is available in some Asian countries and online in the USA from July, with further regions to follow across 2017 and 2018.
ABOUT WASO: Introducing WASO, a new and distinctive product from Shiseido– designed for Millennials, crafted with authenticity. WASO products are inspired by the “washoku” philosophy, which is about bringing out the power of minimal natural ingredients
IDEA: Our target audience—millennials—don’t believe in a singular definition of beauty, and neither do we. We believe that no matter who you are, if you’re true to yourself, you are beautiful, simply because you come from nature. We have launched WASO by creating a campaign which reminds our audience of this and in doing so celebrates their individuality and confidence.
CHALLENGE: Our challenge was to find a simple voice for WASO, which is in tune with this millennial’s POV on beauty.
CAMPAIGN VOICE: All things beautiful come from nature.
CAMPAIGN CONCEPT: WASO believes that no matter who you are, if you’re true to yourself you are beautiful; simply because you come from nature.
EXECUTION: We juxtaposed and combined the classic and breathtaking landscapes of the wilderness with the modernity of youth. The contrast of these timeless, dramatic vistas with confident, colorfully, stylized millennials will create a strikingly simple portrait that is a uniquely own-able aesthetic to WASO. We provided a visual toolkit for each product. Each toolkit will consist of four different components: a wide portrait hero shot, a close-up portrait, an ingredient shot, and a product shot. These assets can then be used in a number of combinations across a range of media.
