Shiseido runs make-up marathons to mirror life journeys

Stepping into its 10th year, Shiseido MAQuillAGE has undergone an overhaul from its brand concept to packaging and its spokesperson, backed by a new campaign that puts a fragment of life's journey in the limelight.Themed "No Longer a Girl. Go ahead. Be a Lady.", the campaign shows the journey of becoming a woman though a viral video and a mini contest in the form of a  makeup marathon. Running until the end of January, the marathon at two bus shelters at SOGO in Causeway Bay will ask participants to finish a short route within 45 seconds to win a MAQuillAGE prize.Here's how the event looked:https://vimeo.com/117232558The stunt is followed by a real marathon on 31 January from Central Pier No. 3 in collaboration with Harbour Runners.To mark the difference of Shiseido in this booming cosmetics market, the cosmetic giant has added a human touch for each product under the MAQuillAGE line with a total of 10 attitudes to match with 10 colors.The concept is supported by a video starring actress Rosa Maria Velasco and stage actress Zelia, which shows different types of passion consumers may take to get on with their aging journey.https://vimeo.com/117232262"Shiseido MAQuillAGE has entered a new stage of branding development where we no longer focus solely on selling our products, but to carry out more engaging content to hook our customers on an emotional level," May Law, brand general manager of Shiseido, told Marketing."Ten years ago most of our customers were still girls. In this campaign we put life journey as main focus so as to beef up emotional touch with them."Law admits that the budget portion for traditional ads, including television and print, has shrunk to make more space for new media ads, online content, and OOH, due to a customer engagement concern."We've entered the mobile and digital age where our target customers are demanding higher levels of engagement with companies. There're many different ways for consumers to gain information therefore it's necessary for us to out reach them proactively, and interactively," she added.Credit:Client: Shiseido Hong KongAgency: Secret Tour Hong KongCreative Director: Jennifer Yip, Stephen ChungSenior Art Director: Shana Choi, Vikki IpCopywriter: Jay NgMedia Agency: Maxus, JCDecauxMood Video Production: YamanyamoBus Shelter Trail Video Production: Photonow