With over 50 years of research in Japan and Asia, d program has become a trusted sensitive skincare brand that offers creative solutions to help customers feel confident in their skin. Our tagline, "From delicate to ideal. Discover your desired beauty," reflects our commitment to providing effective solutions that cater to the emotional well-being of our customers.
Our communication design highlights d program's unique features, such as the emphasis on beauty microbiome and low-irritant formulations, and 50 years of sensitive skin research. With the involvement of creative members in brand development, we create designs that contribute directly to brand strengthening.
In 2020, we underwent a packaging redesign for our toner product. While maintaining our commitment to providing a sense of security through the power of science, we adapted to changing times by incorporating new materials and shapes. We transitioned from a design that featured luxurious metal to a frosted cocoon shape with a translucent quality, embodying our brand's mission to gently protect the skin.
Furthermore, in April 2023, we will evolve our packaging again by transitioning from refillable containers to sustainable refill pouches. To avoid the image of the pouches being unattractive and boring, we have incorporated our d-program identity by utilizing a cocoon shape with five functional colors across the entirety of the packaging, strengthening our brand's presence both in-store and online. Additionally, the slim design of the pouches ensures that they fit seamlessly on store shelves.
In our 2023 promotional campaign for our high-performance lotion, we featured Suzu Hirose, a loyal d program user, along with Chisami Aika, Maki Tamura, Mayuko Ariyoshi, and Shiho Takechi, all of whom have sensitive skin. We captured their genuine expressions and positive attitudes towards the brand to create videos and visuals that resonate with our target audience.
Our creative guidelines ensure that our communication strategies maintain a consistent message and image that aligns with our brand identity, no matter the country.
In conclusion, d program is a brand that offers sensitive skin solutions that cater to the emotional well-being of our customers. Through effective communication design, evolving packaging design, promotions that showcase sensitive skin experiences, and guidelines that preserve brand identity, we continue to create a brand that people trust and love.