|Title||EPISTEME SKINCARE RANGE LAUNCH|
|Brand||ROHTO PHARMACEUTICAL CO|
|Product / Service||EPISTEME|
|Category||A01. Corporate Identity Schemes|
|Entrant||DENTSU KANSAI Osaka, JAPAN|
|Entrant Company:||DENTSU KANSAI Osaka, JAPAN|
|Design/Advertising Agency:||DENTSU KANSAI Osaka, JAPAN|
|Shinichi Tada||DENTSU INC. KANSAI||Creative Director|
|Yoshihiro Yagi||DENTSU INC. KANSAI||Art Director|
|Yoshihiro Yagi||DENTSU INC. KANSAI||Designer|
|Emi Goto||DENTSU INC. KANSAI||Copywriter|
|Jun Katogi||DENTSU INC. KANSAI||Producer|
|Tomofumi Hayashi||DENTSU INC.||Account Manager|
|Akiko Nakasone||DENTSU INC.||Account Manager|
|Naoko Tsuji||DENTSU INC. KANSAI||Account Manager|
|Taiji Kimura||Katachi Co.,Ltd.||Designer|
|Takeshi Arimoto||Style Printing.Co||Printing Producer|
We developed the communication strategy as follows: Increase the rarity value: products are sold only in two major cities, one store for each. Make audience imagine the Beauty of Skin without using female models which is totally diffrent approach amongst competitors. Position as "special brand for appreciators" with abstruct/artistic visual, ?philosophical phrases, and the minimum product info.
Our goal was to launch the luxury skin-care brand for department stores from pharmaceutical company. We needed to create the unique / distinct brand in the very crowded anti-aging market. Our target was Female 30's & 40's of affluent lifestyle being intellectually curious about many things.
In order to nurture loyal users who won't easily switch to another product,
Our brand has attracted much attention from not only female magazines but economic magazines, and been featured in many of them. 75% of female from 20's to 50's said in the brand research that 'episteme is the innovative new brand I've never seen, and it seems to have highly-promising function as well"