ELIXIR GLOBAL SUSTAINABILITY
PROMOTION

Sustainable Aging Care:
Nurturing the Future of Skin and the Planet

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
BRANDING

As Elixir reaches a milestone of nearly 40 years since its inception, we unveil our global sustainability campaign, which commenced in 2023. Guided by the principle of "Aging Care that Cares: Embracing the Future of Beauty," we are dedicated to enhancing not only the beauty of each individual's skin but also ensuring a radiant future for our world. Our diverse initiatives encompass concept development, sustainable packaging design, and comprehensive communication strategies, all meticulously crafted by our creative team. Through these efforts, we wholeheartedly contribute to the brand's continual evolution and the creation of new value.

An original design of Doraemon, the beloved character, watching over the future, adorns the sustainable bottle.

In conjunction with the promotion, a limited edition design of facial lotion and emulsion featuring Doraemon has been released. These products maintain a sustainable approach, using recycled PET bottles of 72% or more, and are refillable, ensuring their eco-friendly specifications. The illustration depicts Doraemon watching over Shizuka and Nobisuke at a beautiful seaside of the future. This artwork is an original design created specifically for this occasion.

The cap is adorned with a refreshing aqua color that harmonizes with the illustration, along with a golden accent representing the symbol of Elixir. The bottle is made of a translucent material that provides a sense of transparency, allowing glimpses of the contents and expressing a delightful user experience. Our objective was to design an emotionally resonant limited edition that evokes a natural inclination to keep it treasured and readily accessible.

Doraemon envisions a future where cherished moments are shared with loved ones.

We have crafted a captivating animated video for the packaging, transforming the illustration into a lively experience. With seamless transitions, it creates the illusion of Doraemon entering the bottle, leaving a lasting impression and igniting excitement about the limited edition packaging. This visually engaging movie serves as a compelling motivator to opt for refillable options. The key visual, featuring the perfect fusion of the illustration and the Doraemon bottle, exudes a delightful charm, prompting viewers to exclaim, "Ah! How adorable!" We aimed to create a truly immersive and enchanting experience that enhances the allure of the product.

All for the purpose of protecting the future we hold dear.

Since 2012, Elixir has been actively engaged in sustainability efforts, including the introduction of refillable options. However, there has been a challenge of limited awareness regarding these initiatives. To address this, we have created a campaign that includes a captivating video and key visual, symbolizing Elixir's sustainability endeavors.

This long-form movie portrays the story of a woman's journey from childhood to adulthood. It skillfully weaves together the themes of skincare and the protagonist's personal experiences, while gradually unveiling her growing awareness of sustainability. The emotional portrayal captures the essence of her transformation as she embraces sustainable practices.

Utilizing the same material, a short-form movie has been tailored for social media platforms, ensuring it is easily digestible and engaging for viewers. The title expression has been thoughtfully crafted to suit the medium, while the key visual captures the protagonist's hopeful expression as she gazes into the future. It leaves a lasting impression of "Caring for Tomorrow" by highlighting the importance of nurturing both the skin and the planet. Elixir's commitment to the future of our skin and the Earth remains steadfast.

CREDITS

PACKAGE DESIGN

CREATIVE DIRECTOR　　　　　KANAKO KAWAI（SHISEIDO CREATIVE）

ART DIRECTOR / DESIGNER　　SAYOKO KANGAWA（SHISEIDO CREATIVE）

COMMUNICATION DESIGN

EXECUTIVE CREATIVE DIRECTOR　　　　　TAKESHI ONO（SHISEIDO CREATIVE）

CREATIVE DIRECTOR　　　　　　　　　　 RIE SAKAI （SHISEIDO CREATIVE）/ MEIRIN OGURA

ART DIRECTOR　　　　　　　　　　　　 NAKAZATO MAGUMI / SAIKO KAWAHARA（SHISEIDO CREATIVE）

COPY WRITER　　　　　　　　　　　　　 MIKU CHIKAMORI（SHISEIDO CREATIVE）/ MEIRIN OGURA / Mike Burns（SHISEIDO CREATIVE）/YUKUNO MIYAZAWA（SHISEIDO
　　　　　　　　　　　　　　　　　　　　CREATIVE）/ YUNA TERASAWA（SHISEIDO CREATIVE）

PRODUCER　　　　　　　　　　　　　　 YASUYUKI NAGASHIMA（SHISEIDO CREATIVE）/ MAI SATO（SHISEIDO CREATIVE）

DIRECTOR　　　　　　　　　　　　　　　AKIHIRO YAMAMOTO（Club A）/ YUUKI KOMAGINE（ AOI Pro.）

PHOTOGRAPHER　　　　　　　　　　　　TETSUYA KONDO（THE OCTOPUS）/ KASHU TOGO（tko Inc.

HAIR　　　　　　　　　　　　　　　　　 YUKO TERADA（Shiseido B Creation C）

MAKE-UP　　　　　　　　　　　　　　　 AI NIEDA（Shiseido B Creation C）

STYLIST　　　　　　　　　　　　　　　　SATSUKI SHIMOYAMA（Kujira）

COMMUNICATION PLANNER　　　　　　　Kotona Mizuno