Shiseido debuts new campaign to push cushion compact series

Shiseido has unveiled a new creative campaign to promote its new Synchro Skin White Cushion Compact. The campaign was conceptualised by creative agency Arcade and runs across markets such as Singapore, Malaysia, Indonesia, Taiwan, Korea, Thailand and Vietnam.

The campaign features a series of real-life, relatable scenarios using 3D-rendered diorama figurines. Five scenarios were created to highlight the product benefits in changing environments and during different times of the day. This was communicated via a digital film and lifestyle visuals. The film will be used for a series of digital activations on social media, and will be supported by the visuals.

“The film and visuals have brought this to life in an interesting and simple way that still manages to focus on the cushion compact as the hero of the campaign,” Tatsuya Nagai, regional vice president from Shiseido Asia Pacific, said.

“The cushion compact scene is ever evolving and the biggest challenge here is bringing to life an idea that stands out. We have a strong product to begin with and I’m glad I had a great team where we found a way to marry the product benefit to an everyday context that women go through, in an interesting larger-than-life execution manner,” Gary Tranter, Arcade co-founder and CCO, said.

Arcade’s relationship with Shiseido began last year with the launch of ZA’s #SeoulSisters social competition campaign.