Clé de Peau Beauté
EYE CONTOUR CREAM SUPREME
Introducing Clé de Peau Beauté’s high-performance eye cream.
Multiple concerns simultaneously addressed.
Delicate skin supported with strength.
PRODUCT/PACKAGE DESIGN
SPACE/VMD/WINDOW DESIGN
BRANDING
In 2024 we released our updated Eye Contour Cream Supreme. The new formula was inspired by research on actin fibers, the ‘pillars’ that give the skin structure and the eye area shape. We based our campaign idea, ‘Eyes Ahead of Time’, on this futuristic approach to skincare. Concept, copy and art direction by the Clé de Peau Beauté creative team.
COMMUNICATION DESIGN
The hexagon, with its interior of taut golden threads and eye-shaped center, conveys 'Eyes Ahead of Time' in both the film and print ad. The device’s golden threads represent the actin fibers that help shape the eye area, while the spiral shape of the threads resembles a golden portal — a way to 'escape' time. Finally, the eye shape at the center symbolizes the vibrant eye area.
SPACE DESIGN
Eye Contour Cream Supreme was inspired by research on actin fibers – the ‘pillars’ that give skin structure and the eye area shape. The News Gallery showcased this link with fiber graphics at the outpost. The foyer doubles as a photo backdrop, using infinity mirrors to symbolize skincare penetrating the skin, while creating an alluring space for visitors. The entrance also features a gate design, inviting guests to immerse themselves in the product universe. Inside, the Experience Table entices visitors to try products from the Supreme series – including Eye Contour Cream Supreme – while learning devices demonstrate how to use the products effectively.
CREDITS
COMMUNICATION DESIGN
EXECUTIVE CREATIVE DIRECTOR KAREN ELLIS
ART DIRECTOR EMILIE LAVATTIPHAINE SARTINI
COPY WRITER GENA TUFFERY
COPYWRITER CHANTELLE BLOOM
ACCOUNT EXECUTIVE KONAMI SUGIYAMA (SHISEIDO CREATIVE)
SPACE DESIGN
CREATIVE DIRECTOR NOBUMI MIZUTANI (SHISEIDO CREATIVE)
ART DIRECTOR YUKIHIRO KANEUCHI (SHISEIDO CREATIVE)
DESIGNER KEI AJIMA (SHISEIDO CREATIVE)
PRODUCT DESIGN
CREATIVE DIRECTOR TAISUKE KIKUCHI (SHISEIDO CREATIVE)
ART DIRECTOR MIDORI MATSUISHI (SHISEIDO CREATIVE)