INTERNAL LINE -BEAUTIFUL THEOREM HIDDEN IN THE SKIN by Dentsu Inc. Tokyo for Rohto Pharmaceutical

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Industry Skin Care
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Takanori Yasukochi
Art Director Yoshihiro Yagi
Copywriter Emi Goto
Photographer Takahiro Kurokawa, Shitomichi
Released October 2010

Credits & Description

Category: Posters
Agency: DENTSU
Date of First Appearance: Oct 25 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Takanori Yasukochi (Dentsu)
Art Director: Yoshihiro Yagi (Dentsu)
Copywriter: Emi Goto (Dentsu)
Agency Producer: Jun Katogi (Dentsu)
Account Manager: Naoko Tsuji (Dentsu)
Printing Producer: Takeshi Arimoto (Style Printing)
Photographer: Takahiro Kurokawa
Photographer: Shitomichi
Artist: Karsten Trappe
Media placement: Posters - Skincare Brand - 25 October 2010

Describe the brief from the client
Our goal was to establish the luxury skin-care brand for department stores from a pharmaceutical company.
We needed to create the unique, distinct brand in the very crowded anti-ageing market.

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

Describe how you arrived at the final design
Position as a "special brand for appreciators" with abstruct/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 an innovative new brand I've never seen before, and it seems to have highly-promising function as well."