WASO is Shiseido's global brand that targets Millennial generation. It empowers Millennials to feel beautiful in their own skin whatever their gender, nationality, age or status all across the world. Rather than using celebrities or models, WASO collaborated with global Millennial influencers to reflect the brand world. Since its brand launch in June 2017, WASO has been successful getting its audience - it has already collaborated with brands from different category including Uniqlo in France, and ELLE cafe in Japan. WASO received 3-stars from Sephora for the first time in Shiseido's history, which gave them full support for the brand backed up from Sephora in the retail space and CRM.


AGENCY: Wieden + Kennedy Tokyo

ROLE:  Executive Creative Director

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