MAQuillAGE
DRAMA ROUGE

A lipstick experience: Color your soul with every swipe.

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN

In November 2023, makeup brand MAQuillAGE released the newest iteration of their lipstick line, “Drama Rouge.” Thoughtfully designed to “color your soul with every swipe,” the collection comes in seven different shades, each with its own meaning. And as the line’s name— “Drama Rouge”—suggests, the concept of the lipstick is to add excitement to our everyday lives. Our creative team handled a wide range of design tasks, including concepting, naming, packaging design, and communication design.

Shades names that tell stories

The seven shades—for example, “7 cm Heels,” “Innocent Temptations,” and “Lazy Time— don’t have typical names, and this was exactly our intention. We imagined a setting and story for each name based on the images the colors evoked. However, we left an air of mystery by keeping every shade’s name open-ended and allowing customers to fill in the blanks with their imagination. Although people typically choose lipstick based on the shades that suit them, we invited people to experience lipstick in a new way by choosing based on their mood or the shade name.

Packaging design that inspires imagination

The upgraded Drama Rouge formula is skincare-infused and long-lasting. We expressed this evolution through a gold grid that climbs up the tube. We based the packaging design on the story behind each shade’s name; each illustration imagines a bit of daily “drama” or excitement that unfolds when wearing the lipstick. MAQuillAGE hopes this lipstick can become a seamless part of people’s routines and add a little excitement each day.

“DRAMATIC DAYS”: Infusing daily life with wonder

In the film, our protagonist—played by Elaiza Ikeda—wears all seven stunning shades as she confidently strides through life. Each shade corresponds with a different scene and emotion. These miniature stories depict the small excitements of everyday life and the “dramatic” effect on the lips. The key visual and film depict the lipstick as a good luck charm while demonstrating the product’s lasting wear and skincare effects. Furthermore, the creative and copy prioritized emotion. Our goal was to represent the lipstick’s ability to uplift and inspire excitement.

Digital content that brings the illustrations to life

To coincide with the line’s launch, we created an AR website for people to experience on their smartphones. Users could trigger an animation by aiming the camera at each packaging illustration. Additionally, they could take and share a photo with an original frame. We hoped to create a positive relationship with our customers by sharing an exciting experience that would make the “DRAMATIC DAYS” campaign more relatable while encouraging customers to collect multiple colors.

An experiential lipstick event to experience your own “drama”

For Drama Rouge’s launch, we planned an in-person event with a one-of-a-kind space introducing the universe of Drama Rouge. Here, visitors could see and try the products for themselves. We led customers through their first interaction with Drama Rouge while also helping them find their perfect color.

This event, held at @cosme TOKYO in Harajuku, attracted more than 3,300 visitors over seven days, achieving the sales target by 129%. Users on social media also talked about the cute packaging and the shade names, successfully creating a buzz around the collection’s launch.

CREDITS

COMMUNICATION

CREATIVE DIRECTOR MASATO KOSUKEGAWA (SHISEIDO CREATIVE)

ART DIRECTOR RIRIKO SANO (SHISEIDO CREATIVE) MAYU NARA

COPY WRITER YUKINO MIYAZAWA (SHISEIDO CREATIVE)

ACCOUNT DIRECTOR NATSUKO NAKAMURA , TOMOKO MIYAOKA(SHISEIDO CREATIVE)

ACCOUNT EXECTIVE SAKI MICHIMOTO (SHISEIDO CREATIVE)

CASTING PRODUCER KEIKO WATANABE (SHISEIDO CREATIVE)

FILM DIRECTOR ERIKA KONNO (TYO)

AGENCY（MV/GR） AOI Pro. Inc.

AGENCY（DIGITAL） BB media inc.

PHOTOGRAPHER TAKAHIRO IGARASHI (SIGNO, Inc.)