CLÉ DE PEAU BEAUTÉ
2025 HOLIDAY COLLECTION
DREAMS EXPRESS COLLECTION
Embark on a fantastical journey.
PRODUCT DESIGN
COMMUNICATION DESIGN
SPACE DESIGN
The 2025 Holiday Collection from Clé de Peau Beauté is built around the idea of a journey to awaken hidden power. It expresses the belief that everyone holds a quiet strength within, waiting to shine when we begin to trust ourselves and move forward with courage.
The story follows a heroine who dreams of living more boldly. In her dream, a golden train appears, symbolizing destiny and new beginnings. Guided by its light, she boards the train and encounters mysterious animals that awaken different aspects of her inner strength.
Created in collaboration with France-based artist Stéphane Kiehl, the collection elegantly expresses this imaginative and empowering world through a sense of freedom and wonder.
On the La Crème box,
all the animals that appear throughout the collection gather atop a majestic stag, moving forward toward the future.
On the jar, the glowing lights of the train symbolize the power the main character has awakened.
As the searchlight that guides the journey illuminates the path ahead, the shimmering trail behind the train grows ever brighter.
PRODUCT DESIGN
Guided by fate, the heroine travels through her dream aboard the train. Each animal she meets represents a power dormant within her. The hummingbird she first encounters through The Serum symbolizes the spirit of challenge, marking the beginning of her journey toward self-belief.
The train depicted across all packages represents destiny itself, evolving in form between boxes and containers.
The color palette, rich in dark tones yet filled with bursts of color and light, evokes a mysterious dream world brimming with intuitive energy.
COMMUNICATION DESIGN
A golden train filled with dreams and hope departs for a new world, beginning a journey toward even greater brilliance and confidence.
The visual world combines a handcrafted golden train, paper-flower sets, 2D-animated animals, and 3D-animated trains to express this radiant dreamscape.
The collection’s world extends across shopping bags, films, photos, and social assets, enveloping every touchpoint in the festive fantasy.
THE STAGE ISETAN SHINJYUKU
SPACE DESIGN
The VMD concept embodies the world of Dream Express in a fully immersive environment.
Each zone features sculpted animals from the story, guiding visitors step by step through the experience.
Curved forms and layered floral motifs evoke the feeling of drifting through a dream.
Interactive elements further enhance the immersion: a fortune-telling peacock reveals one of five products in its crystal ball, personalized for each guest.
At the main stage photo spot, special printing technology allows visitors to capture a magical image where animals appear to gather on its antlers.
A storytelling corner softly plays the narrative from the surrounding walls, wrapping the space in a gentle, dreamlike atmosphere.
Even in-store tester tools feature AR effects, where the Dream Express train and the hummingbird flutter around the products, inviting customers into this enchanting world.
CREDITS
PRODUCT
CREATIVE DIRECTOR TAISUKE KIKUCHI（SHISEIDO CREATIVE）
ART DIRECTOR / DESIGNER MIDORI MATSUISHI（SHISEIDO CREATIVE）
DESIGNER MISAKI NAGATAKE（SHISEIDO CREATIVE）
LLUSTRATOR STEPHANE KIEHL（Costume 3 Pièces）
COMMUNICATION
EXECUTIVE CREATIVE DIRECTOR KAREN ELLIS
ASSOCIATE CREATIVE DIRECTOR EMILIE LAVAT / TIPHAINE SARTINI
ART DIRECTOR JULIETTE DUC
COPY WRITER KIMBERLEY DINES
PROJECT MANAGEMENT FUMIKA KUROYANAGI（SHISEIDO CREATIVE）
AGENCY IN FINÈ / STUDIO MIERSWA-KLUSKA
SPACE
CREATIVE DIRECTOR NOBUMI MIZUTANI（SHISEIDO CREATIVE）
ART DIRECTOR ERIKO KOBAYASHI （SHISEIDO CREATIVE）