The amount of women developing sensitive skin is on the rise in Japan because of stress and irregular living and working hours. Unfortunately, promises for better skin results and new product features are no longer trusted by them. We found that what they really need is stability of their skin. How can we once again attract these target women for a re-launch campaign of Shiseido “d-program”, the skincare brand for delicate skin?

We developed an innovative and interactive touch point "Peace Mirror”. By simply uploading a photo onto this, a 3D version of the face in the mirror moves, talks and blinks.We put these mirrors at sampling booths in major train stations. By answering 6 self chosen questions, the customer can find out her skin type and receive the right product sample based on the results.

Then, on her mobile phone, a 3D version of her face recommends her to try “d-program" whilst on the website, a beauty expert gives daily advice through the mirror according to an individual skin diary.

Because of the uniqueness of the “Peace Mirror”, we acquired more than 800,000 PV in just 1 month on the website. The campaign resulted in a sales increase of 29% from the previous year.

The best time for a woman to think about her skin is when she is in front of the mirror, reflecting on herself and looking at how peaceful and stable her skin is. In fact, the most important thing for better skin is to watch, know and talk more about it in front of the mirror. We offered women the opportunity to have a conversation with themselves about their “Peace for Skin”. This opportunity let them be recommended by themselves, not by others.