W＋K Tokyo launches WASO a new Japanese skincare line from Shiseido for 20 somethings
W＋K Tokyo handled the Global launch of WASO, a new skin care line targeting youth from Shiseido brand. Shiseido is a Japanese cosmetic company founded in 1872 with their products available in 88 countries. The campaign compose of talents such as Viviane Sassen and Julian Klincewicz who have helped create strong visual and film contents for the project. Targeting the generation of “digital native”.
The communication strategy was to inject a creative idea in the digital culture, where each piece of communication has a clear role in driving consumers down the purchase path – from building awareness, to consideration, and to trial and share all on the digital platform. The WASO official instagram site was launched in July work as one of the platforms rolling out these social contents to build awareness and consideration. The WASO Japanese official website where audiences can register for trial sampling will launch first in Japan in August, 2017. W＋K Tokyo is also responsible for the package design of product’s outer carton.
The WASO brand lineup is available in some Asian countries and online in the USA from July, with further regions to follow across 2017 and 2018.
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For a category that often relies on celebrity, this is truly refreshing.