INTERVIEW

The Romance of Connecting through Communication Tools

Ririko Sano

Art Director, Joined in 2018

ーWhat kind of work do you do?

Broad Design and Direction

I work broadly in design and direction, focusing on creating communication tools such as promotional materials, in-store posters, flyers, and leaflets. I also oversee art direction for product promotions and campaigns, including video content for commercials and social media. I often get involved from the planning stage, and for videos, I handle everything from checking storyboards to directing the actual shoots. Additionally, I’ve worked on projects related to Shiseido's corporate operations, including designing flags that adorn Ginza's Chuo Street.

ーWhat do you find fulfilling about your work?

Connecting the Brand with Customers

I find it romantic that communication tools reach people's hands, connecting the brand with customers. Seeing someone in the street holding a tool I've created brings me immense joy, and I love thinking about how to make these tools more beautiful, interesting, and enjoyable for people. As in-house designers, our creativity is within the framework of Shiseido and its brands, but I actually enjoy that constraint. I feel fulfilled in exploring what expressions can be achieved within Shiseido's unique notion of beauty.

ー What strategies do you use for better work?

Using Everyday Life as Inspiration for Design

Design work is influenced by what I see, hear, and think about daily. I strive to always maintain a "consumer perspective," so I absorb ideas and insights from everyday conversations with friends or while watching dramas, integrating everything into my creative process.

Creating Memorable Expressions through "Intentional Discomfort"

I consciously incorporate good forms of discomfort and interest into my designs. I was inspired by the relaxed commercial design I encountered while studying in the UK, and I have a strong desire to create work that is more than just beautiful. For instance, while beauty products and their packaging are inherently lovely, I aim to introduce elements that provoke a sense of curiosity, making people think, “Wait, what’s this?” to create memorable expressions.

ー What made you decide to join the company?

Expecting to Grow While Working

After graduating from a Japanese university, I wanted to study design and advertising, so I went to an art school in London, where many of my favorite designers and artists are based. While I learned a lot in London, I realized there was a gap in technical skills compared to those who had systematically studied design in Japanese art universities. I was drawn to Shiseido because they invest in nurturing creators, believing that such an environment would allow me to continue growing. Since joining, I have been fortunate to have many supervisors and seniors who articulate design and beauty concepts clearly, providing valuable advice that helps me learn every day.

ーTell us about a memorable project.

The Clé de Peau Beauté Shopper

I designed the shopper for the 2020 holiday promotional materials. As I was still in my second year with limited experience, it was a challenging project. Four years later, I happened to see someone in the street carrying that shopper. It was in pristine condition, and I imagined they must have kept it after purchasing the product, which made me incredibly happy. This experience deepened my awareness of the responsibility that comes with the communication we create and how it continues to exist beyond my direct involvement.

The MAQuillAGE Skin Sensor Base 2023 Campaign

The Skin Sensor Base is a long-selling product, and I felt that we had exhausted various advertising methods. I had to think deeply about how to attract new users and decided to challenge the expression of "promoting skin beauty with thorough realism." I experimented with innovative shooting techniques to showcase the skin beautifully, opting for extreme close-ups with minimal retouching. The visuals were well-received, and I vividly remember how happy I felt when they eventually appeared in OOH advertising, seeing them with the entire team.

Shiseido 150th Anniversary History Design

I was involved in the design of the commemorative book for Shiseido's 150th anniversary. While learning about Shiseido's history, I deeply contemplated what should be preserved for future generations. Among the many expressions throughout its long history, I considered from an editorial perspective what kind of design would be meaningful 50 years from now and easy to understand even then. It was a valuable experience to absorb the thoughts of my seniors while contributing to the design.

ーTell us about your work environment and relationships with coworkers.

An Open and Approachable Atmosphere

The workplace has a very open atmosphere where it’s easy to discuss anything. While working on projects together, I can exchange ideas not just with other designers, but also with copywriters and producers, creating a flat hierarchy that leads to new surprises and enjoyment during meetings.

I am about to go on maternity leave, so I will be away from work for a while. While I do have some concerns, I feel reassured knowing I can seek advice if needed. I'm really enjoying my work right now, so I aim to return as soon as possible.

ーWhat are your future goals?

Finding My Unique Commitment to Beauty

I am still in the process of development and want to discover more of my unique perspectives on beauty. I aim to translate this into outputs that I can be proud of, contributing to the company. Additionally, I appreciate that I can challenge myself beyond the role of a designer. I have ambitions to help create new services and forms of entertainment that transcend existing frameworks at Shiseido.

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