MAQuillAGE
DRAMATIC EYE COLOR
MAQuillAGE
DRAMATIC EYE COLOR
MAQuillAGE
DRAMATIC EYE COLOR
Product planning and digital initiatives adding fun
and excitement to choosing new makeup.
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.
PRODUCT DESIGN
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.
COMMUNICATION DESIGN
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
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.
SHISEIDO PARLOR COLLABORATION
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.
CREDITS
PRODUCT DESIGN
- ART DIRECTOR
- Yuka Nagasaki
- DESIGNER
- Soa Okida
COMMUNICATION DESIGN
- CREATIVE DIRECTOR
- Yu Miura
- ART DIRECTOR / DESIGNER
- Miori Takeda
- COPY WRITER
- Asuka Hashiguchi
- PRODUCER
- Natsuko Nakamura Keiko Watanabe
MOVIE
- CREATIVE DIRECTOR
- Yu Miura
- ART DIRECTOR
- Miori Takeda
- COPY WRITER
- Asuka Hashiguchi
- COMMUNICATION PLANNER
- Tomoaki Yamura
- PRODUCER
- Natsuko Nakamura
- CASTING
- Keiko Watanabe
- MAKEUP
- Shiomi Mukai (Shiseido HMA)
- HAIR
- Kenji Toyoda (Shiseido HMA)
MOVIE
- DIRECTOR
- Masaaki Uchino (Freelance)
- CINEMATOGRAPHER
- Kenichi Maeda (Freelance)
- GAFFER
- Hitoshi Otake (Freelance)
- STYLIST
- Yoko Miyake (Freelance)
- PRODUCTION
- AOI PRO.
- PRODUCER
- Sota Yoshida Kento Okamoto Ryoko Matsushige
- PRODUCTION MANAGER
- Yuka Nakata
DIGITAL CONTENTS DESIGN
- CREATIVE DIRECTOR
- Yu Miura
- ART DIRECTOR
- Soa Okida