MAQuillAGE
DRAMATIC EYE COLOR

Product planning and digital initiatives
adding fun
and excitement to choosing
new makeup.

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
MOVIE

DRAMATIC EYE COLOR was launched in November 2021 by MAQuillAGE, one of Shiseido’s most popular makeup brands.
The brief was to make the experience of choosing makeup more personal and more fun, like choosing chocolates for yourself or a loved one.
The initial idea came from marketing, and this was developed by the creative team into a 360-degree product plan — product, graphics, digital initiatives — to create new experiential value.

PRODUCT DESIGN

Based on the chocolatier theme, Shiseido’s research institute and production factory worked together to create unique colors.
Shiseido Creative Co crafted a wide range of designs to surprise and excite customers, building on the mature, playful character of MAQuillAGE.

COMMUNICATION DESIGN

We structured the project based on holiday season-like direction and expressions that can evoke a sense of excitement when choosing and wearing makeup — even during COVID-19 restrictions.
We created films tailored to a range of media and for each touchpoint, promoting finish, color variation, and emotional benefits.
Brand muse Hikari Mori delivered the line, "Chocolate? No!" to highlight the joy of choosing makeup.

DIGITAL CONTENT

Digital content was planned and produced as the first touchpoint between product and user.
The EYE COLOR PLAYER is interactive digital content that allows users to select their favorite colors fro m 25 options. Each color is accompanied by a unique piece of music, and once the user completes their color palette, the music is synchronized into a unique song.

SHISEIDO PARLOR COLLABORATION

To further enhance the product experience, we collaborated with Shiseido Parlor to produce actual chocolates in the style of the eye color palette. Samples were included to encourage product trials.

CREDITS

PRODUCT DESIGN

ART DIRECTOR　 YUKA NAGASAKI (SHISEIDO CREATIVE)

DESIGNER　 SOA OKIDA (SHISEIDO CREATIVE)

COMMUNICATION DESIGN

CREATIVE DIRECTOR　 YU MIURA (SHISEIDO CREATIVE)

ART DIRECTOR / DESIGNER　 MIORI TAKEDA

COPY WRITER　 ASUKA HASHIGUCHI (SHISEIDO CREATIVE)

PRODUCER　 NATSUKO NAKAMURA (SHISEIDO CREATIVE) / KEIKO WATANABE (SHISEIDO CREATIVE)

DIGITAL CONTENTS DESIGN

CREATIVE DIRECTOR　 YU MIURA (SHISEIDO CREATIVE)

ART DIRECTOR　 SOA OKIDA (SHISEIDO CREATIVE)