SHISEIDO

Conceptualization: 100%

Implementation: 0%

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.

Shiseido_0000_Shisedo_Book.jpg
Shiseido_0003_shiseido_klcc_0377.jpg

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.