SHISEIDO has combined creativity and artificial intelligence (AI) in a brand campaign to promote a trio of its iconic skincare products.
Produced in collaboration with local creative agency Narrow Door, the campaign began in April and will continue throughout the quarter. Its goal is to reimagine the intersection between beauty, art and the algorithm in marketing, and to open up the possibilities for a new era of creativity inspired by technology.
SHISEIDO has deployed various generative AI tools to visualize the physical, mental and emotional benefits of the SHISEIDO beauty sync trio (原美三重奏) experienced by four members of the Hong Kong boyband MIRROR, Keung To, Anson Lo, Ian Chan and Edan Lui. The result is a collection of colors, patterns and images such as flowing lines and blooming floral designs.
As part of the campaign, SHISEIDO released a video featuring Keung, Lo, Chan and Lui wearing biosensors that capture brain waves and electrical impulses generated while they dance.
The data is then transformed into AI algorithms that generate images of flowing lines and blooming floral patterns synchronized with the music and body movements of the four idols, creating a kaleidoscopic treat for the audience’s eyes. Floral graphics feature the signature safflower, the ingredient in SHISEIDO vita perfection creams.
The launch video is followed by four individual releases, each featuring its own musical score and AI-generated visual art to showcase another MIRROR member’s distinctive style and personality, while emphasizing the effectiveness products in the search for beauty and emotion. well-being. The videos launch on digital television and major social media platforms.
To close the communication loop and generate traffic to points of sale, the campaign is complemented by a quartet of six-second tactical spots. In each, a different MIRROR boy invites his fans to visit a store to experience the SHISEIDO skin visualizer, powered by technology to perform facial scans for users’ beauty circulation, ask them questions, then make skin care recommendations based on a comprehensive analysis of different parts of their face.
Gloria Ho, President and Managing Director of Shiseido Hong Kong, said: “Innovation has always been a hallmark of the SHISEIDO brand within the group. This time, we wanted to take a big step forward in innovation by making the campaign as innovative as the products themselves. We have a great product story that resonates with SHISEIDO’s latest holistic beauty philosophy.
“Thanks to AI, we can say it like never before. The campaign centers around a central message: our thoughts, emotions and beauty are all interconnected. Emotions create different brain waves that cause subtle changes in the beauty of our skin. The SHISEIDO sync beauty trio – ULTIMUNE, SHISEIDO EUDERMINE and VITAL PERFECTION – can improve skin’s radiance, lift and firm it, and revive skin’s beauty,” added Ho.
Terry Tsang, director of Narrow Door, said: “The campaign highlights the creative possibilities that technology can unlock. Artificial intelligence provides an incomparably broad canvas for the expression of SHISEIDO’s innovative vision of beauty.
MARKETING-INTERACTIVE has contacted Narrow Door for more information.
In September last year, SHISEIDO appointed actress Anne Hathaway as VITAL PERFECTION brand ambassador.
“Hathaway collaborated with us throughout the creative process to create VITAL PERFECTION’s personal expression. “Potential has no age” is a universal truth. VITAL PERFECTION’s revolutionary technologies and formulation work to deliver what your skin is capable of by nourishing, protecting and harmonizing,” says Echo Lo, vice president of the SHISEIDO brand.
Join us on June 26 to Content360 Hong Kong, a one-day, two-stream extravaganza under the theme of “Content that Captivates.” Get together with our fellow marketers to learn about AI in content creation, integrating content with commerce, and cross-border targeting, and find the recipe for success in the world of content marketing!
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