BENEFIQUE
LOTION & EMULSION RENEWAL

Skincare transformed by your breath.
Introducing the groundbreaking concept of “Fragrance-Infused Beauty.”

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN

Following the BENEFIQUE Serum, the Lotion and Emulsion are being renewed in 2024. We developed the idea of "Fragrance-Infused Beauty" to communicate a new skincare approach that works from within through the gradient of fragrance.In the TV commercial, the invisible "fragrance" is expressed through a metaphor of a veil. The opening scenes are crafted to convey the novelty of "Fragrance-Infused Beauty" with a sense of newsworthiness, and the three products are showcased with dramatic camera work to build anticipation. Additionally, multiple web videos were produced to convey BENEFIQUE’s unique fragrance. Each touchpoint with the brand and products was carefully designed to highlight their allure.

Impeccably smooth, dewy skin so flawless,
you’ll forget pores even exist.

Radiant, firm skin with a youthful bounce and vibrant vitality.

Enhance your skincare routine with a new habit of breathing in fragrance.

To convey innovation, the bottle design takes inspiration from "red berries" while incorporating the essence of fragrance design. The case features BENEFIQUE’s unique arabesque pattern emerging from the logo, representing different product functionalities and benefits, thus enhancing product identification and design uniqueness.

CREDITS

COMMUNICATION

CREATIVE DIRECTOR　CHIKA MARUYAMA ( SHISEIDO CREATIVE )

ART DIRECTOR　SHOHEI KATAYAMA ( SHISEIDO CREATIVE )

ART DIRECTOR　TOYOKI KATAITA ( SHISEIDO CREATIVE )

COPY WRITER　ERIKO TSUTSUMI ( SHISEIDO CREATIVE )

ACCOUNT DIRECTOR　YASUYUKI NAGASHIMA ( SHISEIDO CREATIVE )

ACCOUNT EXECUTIVE　KAZUMI UASUDA ( SHISEIDO CREATIVE )

DIRECTOR　HIROTAKA TAKADA

PHOTOGRAPHER　KAZUHA MATSUMOTO

PRODUCT

CREATIVE DIRECTOR 　HIROSHI WAKUI ( SHISEIDO CREATIVE )