Describe the creative idea

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 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 execution

MAQuillAGE is a Japanese makeup brand that wanted to have users remember the joys of makeup, after the motivation to put on makeup plummeted due to Covid-19. We released EYE COLOR PLAYER to do just that. 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. There were 25 different sounds for the 25 different shades of eye shadow. The sounds were derived from brand tone and the color image, and also happiness. Which ever 4 shade/sound is selected it creates music that is an expression of the palette shade and becomes users own piece of music. 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.