Shiseido has been contributing to Japanese people’s beauty for more than 140years. However, millennials, Shiseido’s possible future royal customer considered it as obsolete, more suitable for the higher generation.

Therefore, Shiseido developed WASO is a new skincare line especially for millennials and undertook a digital event in order to shift their brand image. The event was popular, but not successful in terms of getting attention to the brand. Shiseido had to carry out a promotion that approaches the target’s characteristics and needs.

In order to promote the WASO brand, we opened a special popup shop using "YAOYA" , Japanese traditional vegetable shop as a motif. Millennials are fond of Japanese culture and respect tradition. Also, millennials love natural lifestyle, paying attention to ingredients of what they eat and wear. Focusing on what is trending with millennials, Shiseido developed WASO brand items using five natural and traditional ingredients. By displaying WASO brand items with various vegetables. Visitors became familiar with the WASO brand by seeing, touching, and tasting the display.