The Campaign

Women developing sensitive skin are on the rise in Japan because of stress and 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? We found that the true moment that they are most conscious about their skin is when they see themselves in the mirror. So, we developed an innovative and interactive "Peace Mirror" in which they can make conversation with themselves about their "Peace for Skin". Just by uploading her photo, she talk about “Peace for Skin” with herself thorough the mirror in which 3D version of her face moves naturally, talks friendly and even blinks. "Peace Mirror" integrated this campaign.

Success of the Campaign

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 let her be recommended by herself, not by others. The response of the “Peace Mirror” at the stations and on mobile phones led to the increase of visitors to the website, we 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We combined 3 “Peace Mirror” in her living environment. Firstly, we put “Peace Mirror” at sampling booths in several major train stations in which she can find out her skin type and can receive the right sample from the result. Secondly, we offered “Peace Mobile” on her mobile phone, in which 3D version of her face gives her a recommendation of “d-program” and we let her send it to her friends. Finally, we lead her to “Peace Mirror Website” where a beauty expert gives her daily advice through the mirror according to her skin diary, which can display improvement of her skin stability by using samples or the products. TV spot and graphic supported this campaign.