d program REBRANDING : Communication
Building on over 50 years of dermatological research,
toward becoming the most trusted brand for sensitive skin.
PRODUCT / PACKAGE DESIGN
COMMUNICATION DESIGN
BRANDING
d program is a skincare brand dedicated to helping people with sensitive skin feel comfortable and confident in their own skin.
With more than five decades of dermatological research as its foundation, the brand has continued to pursue both gentleness and effectiveness with scientific sincerity.
In 2025, d program embarks on a comprehensive rebranding, with Shiseido Creative leading the process from concept development through product and communication design.
For this new chapter, the communication was developed around the belief that science can bring positive change to sensitive skin. It combines advanced dermatological expertise that meets expectations for real results with sincare empathy that provides reassurance and care.
The brand film, guided by the theme “Nurtured from Within,” visualizes how the skin’s natural barrier is strengthened from the inside out.
Through this expression, the brand conveys its belief that when skin regains its balance and resilience, confidence and positivity naturally follow.
Rather than presenting a fixed ideal, the film captures the process of transformation, portraying subtle moments as both skin and spirit gradually recover and grow.
The user interviews focus on authenticity, aiming to build genuine trust among those who live with sensitive skin.
Featuring Suzu Hirose, Maki Tamaru, Miyako Takayama, and Takumi Nishigaki, each with personal experiences of sensitive skin, the interviews were conducted without a script to allow honest emotions and natural words to emerge through real conversation.
By minimizing direction and focusing on genuine dialogue, the project reveals authentic expressions and heartfelt stories that deeply resonate with viewers.
CREDITS
COMMUNICATION
CREATIVE DIRECTOR MASATOSHI TAKAGI（SHISEIDO CREATIVE）
ART DIRECTOR AYAKO ASANO（SHISEIDO CREATIVE）
COPY WRITER (JP) KAORI AKABOSHI（SHISEIDO CREATIVE）
COPY WRITER (EN) JACQUELINE NOCHISAKI
ACCOUNT DIRECTOR NATSUKO NAKAMURA（SHISEIDO CREATIVE）
ACCOUNT EXECUTIVE MAI SATO（SHISEIDO CREATIVE）
CASTING KAORI NUNOHIRO（SHISEIDO CREATIVE）
DIRECTOR MIKI SUZUKI
PHOTOGRAPHER (Model) TAKESHI HANZAWA（GRASS LOFT）
PHOTOGRAPHER（Products） NAOHIRO TSUKADA（STASH）
PHOTOGRAPHER（Digital Assets＆KOL Models） MAKI OTANI（SHISEIDO CREATIVE）
PHOTOGRAPHER（Digital Assets） TAKAAKI UBA（SHISEIDO CREATIVE）
HAIR (Model) JYOJI TANIGUCHI（SHISEIDO BEAUTY CREATION CENTER）
MAKE-UP (Model) NOBUKO YAMADA（SHISEIDO BEAUTY CREATION CENTER）
HAIR (GIC Model) SAYURI SUDO（SHISEIDO BEAUTY CREATION CENTER）
MAKE-UP (GIC Model) MIZUKI MITSUBAYASHI（SHISEIDO BEAUTY CREATION CENTER）
STYLIST (Model) SHOHEI KASHIMA（W）
STYLIST (KOL Medels） YOKO KAGEYAMA（eightpeace）
PRODUCTION BB Media Inc.
PRODUCTION (CG) TRIZZ/Lambent
PRODUCT
CREATIVE DIRECTOR IPPEI MURATA（SHISEIDO CREATIVE）
ART DIRECTOR CHIEKO YAMAMOTO（SHISEIDO CREATIVE） / AYAMI TOKUHISA（SHISEIDO CREATIVE） / RYOSUKE KUGA（SHISEIDO CREATIVE）