MY CRAYON PROJECT
“Hada iro” is a term used in Japan to describe skin tone. As an expert in skin research and pioneers of diversity and equality, Shiseido aimed to educate children on the beauty of individuality — that everyone has their own unique skin tone. In 2018, Shiseido Creative Co teamed up with R/GA Tokyo to develop the MY CRAYON PROJECT — an educational initiative that measured the individual skin tone of elementary school children, before creating crayons unique to each child.
Crayon packaging was designed to show both the tone and name of each child.
Shiseido researchers visited participating schools and measured each child’s skin tone. They also taught children how every skin tone is unique.