The no.1 beauty brand in Japan, and no.3 in the world, Shiseido have huge recognition amongst the over-30 market but almost zero with 18-30 year olds. For the launch of their first millennial skincare range, they needed a creative platform which connected with tech savvy twenty-somethings.

Authenticity is everything to this audience. Fiercely embracing their whole selves, they don’t fall for the beauty industries overly curated version of beauty. They believe beauty is being true to yourself. And our creative platform “All Things Beautiful Come From Nature” is an embodiment of this attitude.

Product background

WASO products are crafted with innovative whole cell technology, and developed for millennial skin problems. Inspired by the Japanese culinary practice of washoku, simple, powerful ingredients are treated with respect to bring out their best.

The three washoku principles:

Hikizan - less is more.

Gokan - nurture your senses.

Umami - bring out the best.