LAUNCH OF EPISTEME SKINCARE RANGE

Credits & Description:

Category: Small Scale Corporate Identity Schemes
Advertiser: ROHTO PHARMACEUTICAL
Product/Service: LUXURY SKINCARE PRODUCTS
Agency: DENTSU KANSAI
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Creative Director: Shinichi Tada (Dentsu Inc. Kansai)
Art Director: Yoshihiro Yagi (Dentsu Inc. Kansai)
Designer: Yoshihiro Yagi (Dentsu Inc. Kansai)
Copywriter: Emi Goto (Dentsu Inc. Kansai)
Producer: Jun Katogi (Dentsu Inc. Kansai)
Account Managers: Naoko Tsuji/Akiko Nakasone/Tomofumi Hayashi (Dentsu Inc. Kansai)
Designer: Taiji Kimura (Katachi Co. Ltd.)
Illustrator: Karsten Trappe
Printing Producer: Takeshi Arimoto (Style Printing Co.)
Media placement: Poster - Department Store - 31 August 2009
Media placement: Brochure - Department Store - 31 August 2009
Media placement: Handkerchief - Department Store - 31 August 2009
Media placement: DM - Department Store - 31 August 2009
Media placement: Displayed Poster - Department Store - 31 August 2009
Media placement: Show Window - Department Store - 31 August 2009
Media placement: Newspaper - Department Store - 31 August 2009
Media placement: Magazine Ad - Department Store - 31 August 2009

Describe the challenges and key objectives
In order to nurture loyal users who won't easily switch to another product,

Describe the brief from the client
Our goal was to launch the luxury skincare brand for department stores from this pharmaceutical company. We needed to create the unique / distinct brand in the very crowded anti-aging market. Our target was Female 30's & 40's of affluent lifestyle being intellectually curious about many things.

Describe how you arrived at the final design
we developed the communication strategy as follows: Increase the rarity value: Products are sold only in two major cities, one store for each. Make audience imagine the Beauty of Skin without using female models, which is a totally different approach amongst competitors. Position as a 'special brand for appreciators' with abstract/artistic visual, philosophical phrases, and the minimum product info.

Give some indication of how successful the outcome was in the market
Our brand has attracted much attention from not only female magazines but economic magazines, and been featured in many of them. 75% of female from 20's to 50's said in the brand research that 'Episteme is the innovative new brand I've never seen, and it seems to have highly-promising function as well'