Shiseido is the world’s oldest existing cosmetics business. They originate from Japan and make quality skincare, makeup and accessories. Their message is that beauty goes deeper than what is visible to the naked eye.
The campaign was out second with Shiseido. It was a two-part campaign focusing on both skincare and makeup. Also, there should be established a strong relationship between Shiseido, the influencers and their followers.
The campaign was divided into skincare and makeup, with different influencers on each. The skincare campaign focused on women above 25 years, whereas the makeup campaign focused on women aged 20-25 years. In general, we looked for influencers with a genuine interest in skincare and makeup, as the content needed to be credible and authentic. During both campaigns, each influencer had to share 2 posts, 2 giveaway and 8 stories. There was creative freedom, but the quality had to be high and consistent with Shiseido’s existing visual profile and communication.
19 influencers participated in the campaign, with 10 on the makeup and 9 on the skincare. In total, 96 posts and 339 stories were shared, giving Shiseido access to a total of 435 pieces of authentic content that Shiseido could use in other marketing activities.
20 - 35 years
20 - 50 years