Our concept was called, 'The Teen to Adult Makeup Project'. We created the Shiseido Urban Makeup Lab as a means of stopping bad adolescent makeup practices, by teaching teenagers correct adult-application methods, and were able to transform many girls into elegant, adult women.

We succeeded in making a stronger connection with the target audience, as young women who learned about adult make-up from Shiseido continued to use their products afterwards. The number of young women visiting Shiseido counters increased 20 times compared with before the campaign, and this breakthrough was picked up by a broad range of media outlets.