SHISEIDO
LIFE QUALITY MAKEUP
Empowering people with deep skin
concerns to be themselves.
PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
BRANDING
Through the power of makeup, Shiseido Life Quality Makeup (SLQM) supports people with deep skin concerns such as birthmarks, changes in appearance from disease and treatment, burn marks, and scars. “Perfect Cover” is a base makeup series designed to address such skin concerns, and was recently relaunched.
We support SLQM through the creation of guidebooks, pamphlets, movies, and a website. We also created the tagline, “The Strength To Be You”.
The oval logo mark is a reference to the organic curves found in nature. It represents the diversity of people.
Camelia Red, the corporate color of Shiseido, is used in the logo. While the simple, warm colors of the packaging create a comforting feeling.
To reassure our customers who are anxious, posters and leaflets use illustrations with a gentle texture.
They express that the renewed Perfect Cover makes customers to take a step forward, and that it is a care they can do by themselves.
I is also designed to convey our attitude on skin diversity with a range of colors and that the products are gender-neutral.
We created a movie to share the opinions of SLQM users.
CREDITS
PRODUCT DESIGN
CREATIVE DIRECTOR MASATO KOSUKEGAWA
ART DIRECTOR / DESIGNER EMIKO SHIOTA
COMMUNICATION DESIGN
CREATIVE DIRECTOR MASATO KOSUKEGAWA
ART DIRECTOR SONOMI SATO / TAKAYASU YAMADA
COPYWRITERR MIKE BURNS / YUKO YOKOYAMA
COMMUNICATION PLANNER MAKI SHOJI
STRATEGIC PLANNER FUMI FUJIE
PRODUCER SACHIKO TAKAMINE / TOSHIO MAEDA / KIYOKA OSAKU
PHOTOGRAPER MAKI OTANI
ILLUSTRATOR GRAPHIC : HINAKO SATO (FREELANCE) / ANIMATION：KAZUO WAKAYAMA (FREELANCE）
DESIGN PROTO DESIGN
MOVIE BB MEDIA, TOKYO
WEBSITE Hakuhodo Marketing Systems