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Case Studies: Shiseido

Challenge

For over a century, Shiseido has been the preeminent cosmetics and skincare brand out of Asia. With a strong emphasis on advanced scientific research and development, the company still also maintains its enviable position as a global leader in aesthetic sensibility, consistently on the forefront of evolving notions of feminine beauty.

For the launch of two new, global lines of skincare and suncare products, Shiseido turned to JWT to research and develop a full range of consumer advertising, educational materials, and corporate media communications specifically appropriate to the cultures of major regional markets worldwide.

Solution

Shiseido was a dream client, allowing me to leverage my experience in medical research, a fascination with global cultures, and a weakness for aesthetics and poetic expression. Our research supported the conventional wisdom that enormous differences exist among women of different cultures in perceptions of health and beauty.

Deeply imbedded attitudes toward the sun, for example, dictated distinctly different approaches to presenting the benefits of the Shiseido Suncare line, depending on the target market. In Southern Europe, the emphasis was on freeing women to more fully indulge in the sensual pleasures of sea, sand and sun. In Asia, where fair skin has long been prized as a symbol of social standing, products with higher SPF ratings were more heavily marketed, while emphasizing the benefits of a complexion unblemished by the elements.

 

 

 

Our research supported the conventional wisdom that enormous differences exist among women of different cultures in perceptions of health and beauty.

Experience includes ...

T-Mobile US
Microsoft | Windows Phone
Microsoft | Worldwide Marketing
Microsoft | Partner Network
The US-Japan Council
Seattle Arts & Lectures
Expedia
Drexel University
George Mason University
PhotoRocket
American College of Cardiology
Comient
Jobfully
Snackdish
Dolby
BroadSoft
American Chamber of
_
Commerce in Japan
Vodafone
The Brookings Institution
Kodak
AARP
Gateway
AIG
Lipton Teas
Mazda
De Beers
Jack Daniels
Shiseido
Ford
Howrey LLP

 

 
 

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