Arcade Singapore attracts a younger consumer base for KOSÉ SEKKISEI skincare products

Kose.jpgArcade has been awarded social media duties including strategy and content creation - for KOSÉ Singapore, with the aim of attracting a younger consumer base for the KOSÉ SEKKISEI series of skincare products.

KOSÉ is a 71 year old Japanese skincare brand steeped in history, but over the last few years it has failed to resonate with a new generation of younger consumers. 'SEKKISEI', which translates to 'snow-like skin', is known for its whitening and translucence effect.

Through trend and consumer research, the Arcade team uncovered that 'brightening' is perceived as more aspirational than 'whitening' and that millennial women would rather purchase natural or organic beauty products. For many young women, skincare has become a daily routine that can start to feel like a chore rather than something enjoyable.
The campaign idea 'Brighten Up' encapsulates not only the product benefit, but also the feel-good nature of the social media campaign. The campaign is built around four streams of content that present a multi-faceted brand personality to resonate and connect with young women. Consistent art direction and stylistic elements run throughout.

Light-filled portraits of ambassadors, layered with feel-good messages are designed to capture the beauty of brightness both inside and out.

Kose 2.jpgKose 3.jpgA host of inspiring ideas to brighten up a bad day is a nod to the daily grind and stress, from exams to relationships to first jobs.

Easy tips to help optimise the skincare routine to achieve bright supple skin.

Bite-size comical storytelling of couples, besties and even mothers and daughters bonding over the sensorial experience of skincare, as well as before and after transformation classics.

Gary Tranter, Arcade Founder and CCO said, "We have created a new image for the brand that speaks the language of young millennial women whilst injecting plenty of good vibes and cheer into their daily regimen in a light-hearted way."

Delcinea Lee, Marketing Executive at KOSÉ Singapore added, "Arcade won us over with their beautiful creative direction that retains the soft, feminine side of the brand. We are confident this new look will resonate with younger women."

Credits -
CCO/Founder: Gary Tranter
Art Director: Heizal Yow
Copywriters: Pek Li Jun, Farah Liyana
Business Director: Yvonne Lee
Account Executive: Tan Yan Ting
Creative Services Director: Shaun Lee
Producer: Keith Chang
Planning Director: Michelle O'Brien
Clients -
Hidenori Takahashi, Managing Director/Chief Operating Officer of KOSÉ Singapore Pte Ltd
June Ng, Sales Manager at KOSÉ Singapore Pte Ltd
Yvonne Ng, Marketing Executive at KOSÉ Singapore Pte Ltd
Delcinea Lee, Marketing Executive at KOSÉ Singapore Pte Ltd
Agency Partners -
Photographer: Matthew Edward Loh
Partner of Innovative Phenomenon International (Project Starfish): Hiroshi Harada

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