Shiseido

Shiseido are a legendary Japanese beauty brand who were after a creative thread and tone of voice, encapsulating the forward-thinking, luxury vibe of its home in Tokyo. 

After exploring Japanese philosophies, I built a social media brand bible, establishing their tone of voice guidelines with an equation defining the creative approach that should should be achieved across all content.

Ensuring all content on social reflected the above formula, Shiseido now became a brand who invited communities to practice their beauty, the Shiseido way with a Japanese touch.