Shiseido, a leading cosmetics company in Japan, has a mission to enhance a woman’s individual beauty.

Makeup has always been a tool women use to express their personalities when meeting in real life. However, the times have changed. People now have more opportunities to communicate with others digitally through teleconferencing. Shiseido wanted to come up with a solution for how makeup should be tailored to the digital world of face-to-face communication.

The first step was to launch TeleBeauty during Telework Week in Japan. Our aim was to spread it through B2B rather than B2C, and we wanted to introduce the concept on a trail basis at companies looking to promote telework. With Skype owners Microsoft involved in the promotion, the idea spread in the form of business news. We sought to have the story picked up by lots of media that cover women and working. The news would also spark a conversation among working women as well as HR supervisors and others who influence working styles.