Clé de Peau Beauté
THE SERUM 2023
FASTER RENEWAL
EMPOWERS SKIN’S ABILITY TO
SELF-ENERGIZE ITS RADIANCE.
PRODUCT/PACKAGE DESIGN
SPACE/VMD/WINDOW DESIGN
BRANDING
Inspired by decades of epidermal cell generation research, Clé de Peau Beauté’s The Serum is a true leap forward in the science of cellular turnover. The campaign brings to life the idea of “Faster Renewal,” expressed through energetic aurora lights and replicating bubbles, evocative of cell renewal. Vibrancy and vitality were key factors in designing the campaign to reinforce the message of empowering skin with self-energizing radiance.
COMMUNICATION DESIGN
To commemorate the 10th anniversary of Le Serum, we have produced a Social Communication short film. We have designed a special logo animation to be used impressively in each film. Through various angles, we introduce the product benefits, including customer testimonials, a package history showcasing its evolution over the past 10 years, and the contents of sustainable packaging. Moreover, we express the idea that "All brilliance springs from within" using the imagery of aurora lights, orbits, and prisms. This concept remains consistent throughout all promotional tools.
SPACE DESIGN
The News Gallery embodies the concept of "Faster renewal" through a dynamic and eye-catching design that highlights the product. At the Outpost, we use graphics extensively to create an exciting and immersive environment. The front area serves as a photo spot with a wall shaped like the Le Serum packaging, where videos are embedded. The surrounding area features a ring-like structure with LED effects, creating a vibrant and dynamic design similar to the News Gallery. Visitors can experience the unique concept while taking memorable photos.Inside the Outpost, there's an Experience Table where guests can learn about the product's ingredients using testers.
CREDITS
COMMUNICATION DESIGN
EXECUTIVE CREATIVE DIRECTOR KAREN ELLIS
CREATIVE DIRECTOR Rie Takeuchi （SHISEIDO CREATIVE）
ART DIRECTOR Yumiko YamamotoChiho NishiwakaShohei Katayama（SHISEIDO CREATIVE）
COPY DIRECTOR / WRITER Ottilie StandringMacky MinaNoriko Matsubara
PROJECT MANAGEMENT Konami Sugiyama (SHISEIDO CREATIVE)
SPACE DESIGN
EXECUTIVE CREATIVE DIRECTOR KAREN ELLIS
CREATIVE DIRECTOR Nobumi Mizutani (SHISEIDO CREATIVE)
ART DIRECTOR Yukihiro Kaneuchi (SHISEIDO CREATIVE)
DESIGNER Kei Ajima (SHISEIDO CREATIVE)
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