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Shiseido - © Ykone
Shiseido - © Ykone
Shiseido - © Ykone
Shiseido - © Ykone
Shiseido - © Ykone

@Shiseido

Shiseido launched a new skincare line, Waso, dedicated to millennials. This collection aims at exploring all the different forms of natural beauty by offering a unique perspective on the different techniques and beauty rituals. The launch was exclusively digital to fit with a younger audience.

Ykone’s answer

A powerful concept that embodies the DNA of the brand: 5 photo-collages and video montages. These portrayed genuine content, images of the influencer, tips of applications, elements of nature, product placement.
We chose 2 influencers who belonged to the universe of the brand and targeted 2 key markets of the brand : Italy and Spain.

This content was presented in various formats that included layered photos and videos, each organised in a way that gave the allusion of organic and raw content, with no borders or limits.
We also used a super8 camera to ensure a vintage effect for a poetic and attractive result.

A step further

Very high engagement and likeability for the concept. Innovative content that was very positively received by the different influencers’ audiences. This campaign allowed an opportunity to highlight the fact that it is important to follow the advice of influencers when it comes to content due to the fact that they know their audience best. Miranda Makaroff insisted on slightly changing the concept of the second photo collage, resulting in a 4% difference in engagement rate and almost 5 times more likes.