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SHISEIDO
Conceptualization:
90%
Implementation:
10%
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House of Suntory Tour -
Miami Swim Week
Shiseido Global Launch Playbook
Client:
Shiseido
Industry:
Beauty
Type:
Launch
Location:
Global
KPI:
The global guidelines were such a success for the US-based make-up team that in addition to replicating the effort for them the following year, the Japan-based skincare team also engaged GRADIENT for a similar project.
*Photos of the activation provided by Shiseido Asia, produced locally under GRADIENT guidelines.
CHALLENGES
As a global brand of prestige beauty products, Shiseido needed to ensure that their launch events across the globe were inspiring, on-brand, and consistent.
STRATEGY
Instead of challenging local teams with creative development, requiring significant coordination from the global team, GRADIENT, created global playbooks, with three detailed tiers of activations, from floorplans to lighting, to graphic assets, to staff guidance. Local teams across Asia and Europe could then activate with minimal supervision.
HOW WE DID IT
RESULTS:
TALENT:
FORMATS: