SHISEIDO Perfume and White Powder — Celebrating the Reiwa Era

Packaging designs celebrating
the new Reiwa era.
Inspired by Manyoshu poetry.

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
GRAPHICS

To mark the beginning of the Reiwa era in Japan, Brand SHISEIDO launched the limited-edition "Reiwa 1st Year Commemorative Perfume and White Powder"

"In the first month of spring, the winds are soft and pleasant. The plum blossoms as fragrant as the powder before the mirror, and the orchids as fragrant as the incense pouch.”
Inspired by the words "powder" and "fragrance" from "Thirty-two Plum Blossom Poems" in the Manyoshu (Myriad Leaves) anthology, the project began immediately after the new Reiwa era began on April 1, 2019.
Every member of Shiseido Creative pitched ideas for this project, which was officially unveiled to the public on May 1, 2019.

SHISEIDO Reiwa 1st Year Commemorative Perfume and White Powder Packaging

Flowers, birds, and other natural scenes feature in the classic packaging.
The product was launched via national newspaper advertisements, which offered pre-orders, followed by a digital campaign.
The illustrations — a celebration of the new era — are accompanied by a message wishing people a beautiful, fragrant new era.

Illustrations

Digital graphics

Newspaper Ad (May 1, 2019)

The newspaper ad won the 68th Asahi Advertising Award, the 36th Yomiuri Advertising Award, the 87th Mainichi Advertising Design Award, and the 68th Nikkei Advertising Award.

CREDITS

CREATIVE DIRECTOR / PACKAGE DESIGNER　ASAKO HASE (SHISEIDO CREATIVE)

ART DIRECTOR / ILLUSTRATOR　MIORI TAKEDA

COPYWRITER　SHOKO TANAKA (SHISEIDO CREATIVE)

DIGITAL CREATIVE PLANNER　MAKI SHOJI

TYPOGRAPHY (令和元年文字)　SIA OKITA (SHISEIDO CREATIVE)

PRODUCT PHOTOGRAPHY　SHOTARO ITO (SHISEIDO CREATIVE)

PRODUCER　RISAKO TAGUCHI