Why is this work relevant for Brand Experience & Activation?

The innovation of INNER BEAUTY CHARGE lies in the blending of functionality and branding in the experience. Functionality is all about the benefits of relaxation &vitality in a short period of time, but using technology alone would result in an experience that is no different from existing meditation. This is where the aesthetic sense that has been creating the beauty of the times through a fusion of art and science since its birth in Ginza, Tokyo in 1872, the aesthetic knowledge gained through continuous cutting-edge scientific research,and Japanese culture come together to create an original experience with both branding &functionality.

Background

The SHISEIDO brand is based on the concept of "ALIVE with Beauty," which means that each individual's true beauty can be brought out by satisfying both external and internal beauty. The INNER BEAUTY CHARGE was developed as a new service of SHISEIDO focusing on inner beauty. In today's world, while convenience is increasing with the spread of smartphones and SNS, we tend to lose sight of our true selves in the midst of our busyness. This experience is a new kind of meditation experience that combines Shiseido's unique research results and cutting-edge technology to help people get away from their busy daily lives, face themselves, and awaken their true inner beauty.

Describe the creative idea (20% of vote)

To maximize the effect, the experience consists of three steps. In the first step, "Disconnect," the entire body is bathed in hypersonic effect sounds that regulate the autonomic nervous system while you breathe and detach yourself from the busyness of everyday life. In the next step, "Reset & Recharge," you will enter a state-of-the-art meditation pod (SOMADOME) specially customized for Shiseido, where a combination of binaural beats, lights, aromas, and temperature will create a quality meditation effect, and you will gradually gain inner vitality. In the final "Feeling Lighter" session, you will visualize the changes in your feelings during the experience on a graph and reflect on them, discovering a new you and realizing the value of INNER BEAUTY.

Describe the strategy (20% of vote)

One of the future visions of the brand Shiseido is to create a personalized beauty AI partner that can be consulted at any time, while staying close to each person's increasingly diverse beauty personality. As a first step toward achieving this goal, the INNER BEAUTY CHARGE has adopted LEAH, Shiseido's AI character. LEAH, designed and engineered to be a best friend that anyone can feel at ease with, regardless of language, age, or gender, will serve as the interface, seamlessly moving between various devices and always by the user's side to support the experience. By using AI to guide the

Describe the execution (30% of vote)

This project was made possible by a special technology that measures the inside of the brain, which was developed over a period of 10 years in collaboration with an in-house laboratory.It was then combined with the experience of a traditional Japanese space, the tearoom, to create a more original and special experience. The project took 10 years for research and 2 years for construction, and a lot of research and verification was conducted to realize the project. This service is available only at the SHISEIDO GLOBAL FLAGSHIP STORE on B1 of the SHISEIDO GLOBAL FLAGSHIP STORE.

List the results (30% of vote)

Due to the impact of COVID-19, we were not able to expect the number of busy workers in the city center and tourists that we had envisioned as our target customers when we launched the service, but we have seen a steady increase in the number of people of all ages, men and women, including single visitors, friends, couples, parents and children, and people looking for effective ways to use their time in their new lifestyle. The number of repeat visitors has been steadily increasing. The number of repeat visitors is steadily increasing. As people have fewer opportunities to meet other people, they have more time to spend with themselves, and their sympathy for the concept of gaining positive vitality for body and mind is steadily growing. For the first few months after opening, the place has been fully booked and has been very well received.