| Title | TELEBEAUTY |
| Brand | SHISEIDO |
| Product / Service | TELEBEAUTY |
| Category | C09. Use of Technology |
| Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
| Idea Creation | HAKUHODO KETTLE Tokyo, JAPAN |
| Idea Creation 2 | SHISEIDO Tokyo, JAPAN |
| PR | SHISEIDO Tokyo, JAPAN |
| Production | HAKUHODO KETTLE Tokyo, JAPAN |
| Production 2 | SHISEIDO Tokyo, JAPAN |
| Production 3 | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masanobu Hino | HAKUHODO Kettle | Producer |
| Masato Kosukegawa | Shiseido | Creative Director |
| Kazuaki Hashida | HAKUHODO Kettle | Creative Director |
| Masaki Hanahara | Shiseido | Art Director |
| Mari Kataoka | Shiseido | Manager |
| Yukino Miyazawa | Shiseido | Copywriter |
| Katsumasa Arima | Shiseido | Producer |
| Junpei Kawasaki | HAKUHODO i-Studio | Chief Engeneer |
| Fusanori Kuraku | HAKUHODO i-Studio | Producer |
| Azusa Takeo | HAKUHODO i-Studio | Designer |
| Takehiro Ohara | HAKUHODO i-Studio | Producer |
TeleBeauty is a web app that makes it look like the user is wearing makeup during video conferencing, even if they are not. It was developed in cooperation with Skype for Business. Women can teleconference with digital makeup applied, even during early morning or unexpected meetings, or when women are at home with children and do not wish to apply makeup. The aim of this app is to make it easier for women to work from home, thus sparking a conversation about how women can work.
The first step was to launch TeleBeauty during Telework Week in Japan. Our aim was to spread it through B2B rather than B2C, and we wanted to introduce the concept on a trail basis at companies looking to promote telework. With Skype owners Microsoft involved in the promotion, the idea spread in the form of business news. We sought to have the story picked up by lots of media that cover women and working. The news would also spark a conversation among working women as well as HR supervisors and others who influence working styles.
This idea caught the world’s interest as the news spread through more than 40 countries, earning more than $9 million in publicity. The new proposal was embraced as a possibility to further expand opportunities for working women. This idea was embraced by women in Japan, and offered new possibilities for expanding career opportunities for women.
General working conditions are not favorable for women in Japan. Advertising is not an effective way to address this problem. We needed PR that could spark a conversation and change perceptions about how women can work.
In Japan, there are still many people who believe that childcare is a woman’s job. The Japanese government cannot manage to solve the shortage of childcare options for working women. What is more, companies in Japan have been slow to adopt telecommuting compared to other countries. According to a survey by the Japanese government, only 3.9% of people work from home all day, declining from 4.5% in the previous year. Women need impressive tools that make it easier to work from home, which gives options for working while caring for children or the elderly.