The Brief

To establish brand presence among women in their 20’s by encouraging them to visit the store and to have fun with colors of shu uemura.

Describe how the promotion developed from concept to implementation

We created the ‘Open Palette’ on the show window of the flagship store. When touching the window, the color of the palette changes, just like a roulette which then shows you your lucky color of the day. The participant can then walk right into the store to have a free make-over of her lucky color.

Describe the success of the promotion with both client and consumer including some quantifiable results

Compared to last year, the sales went up 150%, and the number of customers increased 180%. It made headlines and spread through various media and SNS. The concept of this promotion will be also be followed and rolled out in other boutiques across the country.

Explain why the method of promotion was most relevant to the product or service

This is intended to re-create the show windows with ‘color make-up’, the symbol of shu uemura, and to let women enjoy its color excitement inside the store. This can be enjoyed even after regular opening hours and enabled the targets to have fun throughout the night, which also works as OOH.