Shiseido: Peace Mirror

Credits & Description:

Type of Entry: Use of Media
Category: Direct Response Digital: Original use of digital
Title: PEACE MIRROR
Advertiser/Client: SHISEIDO SKINCARE
Product/Service: D-PROGRAM SKINCARE
Entrant Company: HAKUHODO KETTLE Tokyo, JAPAN
DM/Advertising Agency: HAKUHODO Tokyo, JAPAN
2nd DM/Advertising Agency: HAKUHODO KETTLE Tokyo, JAPAN
Creative Credits
Name Company Position
Kentaro Kimura Hakuhodo Kettle Creative Director
Ken Funaki Hakuhodo Kettle Creative Planner
Toshi Morikawa Hakuhodo Kettle Producer
Kazuaki Hashida Hakuhodo Kettle Planner
Sayaka Sakata Hakuhodo Kettle Planner
Izumi Matsumoto Shiseido Creative Director
Masato Kosukegawa Shiseido CM Planner
Motonari Kobayashi Shiseido Art Director
Shoko Tanaka Shiseido Copywriter
Masayuki Miyazawa Shiseido Producer
Shou Akiyama Light Publicity Copywriter
Tetsuro Hayakawa Crusoe Digital Planner
Daisuke Watanabe Crusoe Digital Planner
Ayabe Jinnouchi Crusoe Digital Planner
Hirotoshi Tamura Hakuhodo Account Director
Noriyuki Kato Hakuhodo Account Executive
Jumpei Amemiya Tow Producer
Yoko Saiyama Tow Producer
Nobutoshi Kawashima Tow Producer
Satomi Nagasawa Hakuhodo Account Executive
Details
Describe the brief from the client:
Women developing sensitive skin are on the rise in Japan because of stress, irregular living and working hours. Unfortunately, promises for better skin results and new product features are no longer trusted by them. We found that what they really need is stability of their skin. How can we once again attract these target women for a re-launch campaign of Shiseido “d-program”, the skincare brand for delicate skin?
Creative Execution:
The best moment for a woman to think about her skin is when she is in front of the mirror, reflecting herself and watching how peaceful and stable her skin is. In fact, the most important thing for better skin is to watch, know and talk more about her skin in front of the mirror. We offered her an opportunity to have conversation with herself about her “Peace for Skin” and this opportunity to receive recommendation from herself, not by others.
Describe the creative solution to the brief/objective.
We developed an unprecedented direct marketing innovation - ”Peace Mirror”. We put them at sampling booths in several major train stations. By simply uploading the woman's photo, a 3D version of her face will move, talk and blink in the mirror and by answering 6 questions asked by herself, she can find out what her skin type is and receive the right product sample based on the result. Then, on her mobile phone, a 3D version of her face will recommend her to try “d-program”, and on the website a beauty expert will give her daily advice through the mirror according to her skin diary.
Describe the results in as much detail as possible.
The response of the “Peace Mirror” at the stations and on mobile phones has led to the increase of visitors to the website. We've acquired more than 800,000 PV in just 1 month. As a consequence, this campaign resulted in a sales increase of 29% from the previous year.