INTEGRATE
Brand Design

Embracing the times with a touch of "Lovely."
With the power of creativity,
we strive to make our brand even more appealing.

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
BRANDING

INTEGRATE is a makeup brand that was born in 2006. Since its inception, we have continuously updated our offerings to provide value to our customers through more positive days through makeup. In 2022, we refreshed our brand to align with the changing times and consumer attitudes during the pandemic. We collaborated with our brand holders to develop a comprehensive rebranding strategy that involved defining the brand using language and visuals and outputting the packaging and communication.

NEW BRAND CONCEPT

In our new brand concept, we delved deep into consumers' insights and explored what our brand could offer. We developed a new tagline, "Make Every day Lovely" and visual elements that convey the value of INTEGRATE's unique "Lovely" - moments that make you feel good. We aim to help you bring out your cuteness.

BASE MAKEUP UPDATE

INTEGRATE's base makeup lineup caters to two different needs: those who prefer high-coverage makeup and those who prefer a light, comfortable feel. We've made sure to showcase the appeal of each option, enabling customers to choose the right product for them quickly. This was achieved through collaboration across various fields, including package design, graphic design, copywriting, and content creation.

Meet My Base Mate

We have developed diagnostic content to assist customers in choosing the appropriate base makeup. Our "fairy" characters, based on the theme of "base makeup products," will suggest suitable products.

The characteristics of their respective products inspire each character's appearance. For instance, "Bare Skin Make Powder" has a light and airy texture, providing natural coverage and a matte finish. Based on these features, we envisioned a "fluffy pink character with a warm personality that embraces those around them" and accordingly created the character's appearance. These characters assist customers in resolving their base makeup concerns on the diagnostic page.

CREDITS

COMMUNICATION DESIGN

CREATIVE DIRECTOR　Masatoshi Takagi (SHISEIDO CREATIVE)

ART DIRECTOR / DESIGNER　Ayumi Nishimoto (SHISEIDO CREATIVE)

COPY WRITER　Asuka Hashiguchi (SHISEIDO CREATIVE)

PRODUCER　Yayoi Kambayashi (SHISEIDO CREATIVE)

PHOTOGRAPHER（PRODUCT）　Shotaro Ito (SHISEIDO CREATIVE)

PHOTOGRAPHER （CONCEPT PHOTO）　Maki Otani (SHISEIDO CREATIVE)

PROP STYLIST　Keiko Hudson

PHOTOGRAPHER (MODEL) 　Masami Naruo

MAKEUP　Natsuko Nakayama (Shiseido Beauty Creation Center)

HAIR　Kenji Toyoda (Shiseido Beauty Creation Center)