Title | EYE COLOR PLAYER |
Brand | MAQUILLAGE |
Product / Service | DRAMATIC EYE COLOR |
Category | A01. Consumer Goods |
Entrant | SHISEIDO CREATIVE CO. LTD Tokyo, JAPAN |
Idea Creation | SHISEIDO CREATIVE CO. LTD Tokyo, JAPAN |
Idea Creation 2 | BB MEDIA Tokyo, JAPAN |
Production | BB MEDIA Tokyo, JAPAN |
Additional Company | AIIN Tokyo, JAPAN |
Additional Company 2 | DAWN INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Masato Kosukegawa | SHISEIDO CREATIVE Co., Ltd | Executive Creative Director |
Yu Miura | SHISEIDO CREATIVE Co., Ltd | Creative Director |
Soa Okida | SHISEIDO CREATIVE Co., Ltd | Art Director |
Shoko Tanaka | SHISEIDO CREATIVE Co., Ltd | Copywriter |
Natsuko Nakamura | SHISEIDO CREATIVE Co., Ltd | Producer |
Tomohiro Takenaka | BBmedia Inc. | Director |
Uzuki Takahashi | BBmedia Inc. | Assistant Director |
Yukiyo Yasutake | BBmedia Inc. | Designer |
Tomomi Abe | BBmedia Inc. | Planner |
Masato Yoshikawa | BBmedia Inc. | Executive Producer |
Nana Ueta | BBmedia Inc. | Producer |
Satoru Kimura | BBmedia Inc. | Technical Director |
Yuta Kanayama | BBmedia Inc. | Front-end Engineer |
Katsuya Yamada | Aiin | Music Producer |
Ryota Kotake | DAWN Inc. | Technical Director |
Sasuke Igawa | DAWN Inc. | Front-end Engineer |
We created and delivered an experience for users to enjoy makeup again at a time when motivation to use makeup was at a historically low point due to COVID-19. We recreated the joys of choosing makeup by creating content of having users choose their favorite eye shadow shades on their smartphones and creating music just for them. The activation was shared organically on social media, mainly on Twitter creating a vast reach and resulting in 180% in product sales compared to the projected number.
Due to Covid-19, people were going out less and even in times of going out, have to wear a mask. In order to prevent the spread of Covid-19, makeup testers at cosmetics stores became limited. Japanese makeup brand MAQuillAGE created a new brand experience for consumers to experience the joys of makeup with their smartphone.
We expressed each color of eye shadow to a "sound". In line with customizing their own eye shadow palette by choosing 4 shades, we made it so that they can create their own "song" as well. EYE COLOR PLAYER is a digital experience that has users select 4 shades out of the 25 shades of eyeshadow to create their own eye shadow palette and their own song.
We focused on the insight of the joys a user feels when viewing and selecting makeup colors and their wishes of wanting to put on makeup and go out. We made it a point to create an experience of recreating the happiness and joy a user feels when selecting makeup colors. By using sound to express the joy of makeup, we were able to create a special time for makeup that can be experience not only visually but through hearing as well.
We launched this content a month before the product release. We expressed each eye shadow color theme with "sound". We made it so that by customizing their own eye shadow palette by choosing 4 shades, we they can also create their own "song" as well. The palettes and music that were generated were shared on social media, mainly on Twitter and were able to reach a wide audience expanding the MAQuillAGE fan base.
In a 3 month term from October 21, 2021 to January 23, 2022, Eye Color Player had 53,543 UU. The hashtag "#MyDestinyPalette" and "#ChocolateLikeEyeshadow" had a reach of 2,586,917, and resulted in 180% of projected sales due to launching one month earlier than the product release and creating buzz. We were also able to reach consumer who were not yet users of MAQuillAGE organically, creating new connections.