SHISEIDO Perfume and White Powder — Celebrating the Reiwa Era
To mark the beginning of the Reiwa era in Japan, Brand SHISEIDO launched the limited-edition "Reiwa 1st Year Commemorative Perfume and White Powder"
"In the first month of spring, the winds are soft and pleasant. The plum blossoms as fragrant as the powder before the mirror, and the orchids as fragrant as the incense pouch.”
Inspired by the words "powder" and "fragrance" from "Thirty-two Plum Blossom Poems" in the Manyoshu (Myriad Leaves) anthology, the project began immediately after the new Reiwa era began on April 1, 2019.
Every member of Shiseido Creative pitched ideas for this project, which was officially unveiled to the public on May 1, 2019.
Flowers, birds, and other natural scenes feature in the classic packaging.
The product was launched via national newspaper advertisements, which offered pre-orders, followed by a digital campaign.
The illustrations — a celebration of the new era — are accompanied by a message wishing people a beautiful, fragrant new era.
The newspaper ad won the 68th Asahi Advertising Award, the 36th Yomiuri Advertising Award, the 87th Mainichi Advertising Design Award, and the 68th Nikkei Advertising Award.