Shiseido Creative redefined the “experience value” offered by Shiseido’s long-established cosmetic specialty stores through a new promotion.

In today’s world, where consumers are surrounded by endless information and choices, finding one’s own makeup style or the most suitable products can sometimes feel overwhelming. Shining a light on this reality, the creative direction used illustrations to highlight customer pain points.

With the message “The answer is at your local cosmetics store”, the campaign emphasizes that specialty stores are places where customers’ questions and uncertainties can be resolved. Through digital ads, owned media, and in-store communications, we created a world that feels fresh, approachable, and uplifting.