DRAMATIC EYE COLOR
DRAMATIC EYE COLOR was launched in November 2021 by MAQuillAGE, one of Shiseido’s most popular makeup brands.
The brief was to make the experience of choosing makeup more personal and more fun, like choosing chocolates for yourself or a loved one.
The initial idea came from marketing, and this was developed by the creative team into a 360-degree product plan — product, graphics, digital initiatives — to create new experiential value.
Based on the chocolatier theme, Shiseido’s research institute and production factory worked together to create unique colors.
Shiseido Creative Co crafted a wide range of designs to surprise and excite customers, building on the mature, playful character of MAQuillAGE.
We structured the project based on holiday season-like direction and expressions that can evoke a sense of excitement when choosing and wearing makeup — even during COVID-19 restrictions.
We created films tailored to a range of media and for each touchpoint, promoting finish, color variation, and emotional benefits.
Brand muse Hikari Mori delivered the line, "Chocolate? No!" to highlight the joy of choosing makeup.
Digital content was planned and produced as the first touchpoint between product and user.
The EYE COLOR PLAYER is interactive digital content that allows users to select their favorite colors from 25 options. Each color is accompanied by a unique piece of music, and once the user completes their color palette, the music is synchronized into a unique song.
To further enhance the product experience, we collaborated with Shiseido Parlor to produce actual chocolates in the style of the eye color palette. Samples were included to encourage product trials.