Shiseido has enlisted the help of Wieden & Kennedy Tokyo in creating a new line, Waso, aimed at tech-savvy millennials who also love natural ingredients.
Based on the "washoku" philosophy, which is about bringing out the power of minimalist natural ingredients, the range is made with natural ingredients like honey, mushroom and tofu, and it launches with a beautifully-crafted film that aims to convey a fusion of nature and technology.
Using time-lapse photography, images of flowers, plants and natural ingredients such as honeycomb are juxtaposed with clinical-looking white cameras and robotic sensors that eventually use the data they've collected to create a sculpture. The film was directed by Dvein via Blinkink; the duo explain in a behind-the-scenes film that their aim was to create an art installation out of all the different ingredients in the Waso range. .
Aimed at twentysomething "digital natives," the campaign also includes print work by photographers Viviane Sassen and digital content by multimedia artist Julian Klincewicz. The latter includes "on-the-road" themed influencer films, including one that will feature Klincewicz and his girlfriend, aimed at a generation that is spontaneous and doesn't have a regular skincare regime.
The Waso line is launching in Asia and online in the U.S. from this summer, with further regions to follow later this year and in 2018.