With Shiseido's mission to continue inspiring a consumer centered culture of beauty, Shiseido's greatest challenge was to become relevant again to their target consumer basis, women in their teens and 20s. In order to do so, we chose aspiring models, leading similar lifestyle as the target consumers, and provided them with an opportunity to walk the Tokyo Girls Collection runway attended by thousands of people.

Leading up to the event, we produced weekly documentaries that captured the good days, bad days of the aspiring models' ordinary lives and the hidden "beauty" in their everyday lifestyle that the target audience could closely relate to. This resulted in a nurturing of a bond between these aspiring models and the target consumers.

Through segmented targeting and progressive documentary content capturing these aspiring models' growth into professionals, we succeeded in communicating the presence of Shiseido in a natural, relatable manner.

Target audience was defined based on Shiseido's mission to communicate each brand's context, equity to the targeted young generation of consumers to establish brand positioning.

Mass advertisement of competitor’s anniversary, high-demand season in November, and promotion opportunity provided by Tokyo Girls Collection (media data, background) created an ideal setting to reach out to the audience, defined above, through our strategy that encompassed defining the segment, target, position, customer journey, and UX design-infrastructure for a scheme encompassing brand experience and purchasing.

Brand experience was cultivated with timing of product release, promotion icon renewal, new product development, and the influence the media has on the target consumers. Furthermore, it was cultivated around the concept of "debut" as contents were displayed prior, during, and following Tokyo Girls Collection(TGC) to develop and augment the audiences' involvement and interaction with the Shiseido and TGC.

This Tokyo Girls Collection campaign resulted in the below results when compared to the initial KPI set prior to the event:

- Video Ad View Rate: 401%

- Landing Page Access Rate: 379%

- Related Articles Contents Access Rate: 156%

- Rise in brand relevance: 62.8% to 71.4%