EYE COLOR PLAYER

TitleEYE COLOR PLAYER
BrandMAQUILLAGE
Product / ServiceDRAMATIC EYE COLOR
CategoryA01. Consumer Goods
EntrantSHISEIDO 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

Credits

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

Why is this work relevant for Brand Experience & Activation?

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.

Background

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.

Describe the creative idea (20% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (30% of vote)

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.

List the results (30% of vote)

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.

Links

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