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Category

Award

EPISTEME SKINCARE RANGE LAUNCH

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ClientROHTO PHARMACEUTICAL CO
ProductEPISTEME
EntrantDENTSU KANSAI Osaka, JAPAN
Type of EntryCorporate or Brand Identity
CategoryCorporate Identity Schemes
TitleEPISTEME SKINCARE RANGE LAUNCH
Product/ServiceEPISTEME
Entrant Company:DENTSU KANSAI Osaka, JAPAN
Design/Advertising Agency:DENTSU KANSAI Osaka, JAPAN
Credits
Name Company Position
Shinichi Tada DENTSU INC. KANSAI Creative Director
Yoshihiro Yagi DENTSU INC. KANSAI Art Director
Yoshihiro Yagi DENTSU INC. KANSAI Designer
Emi Goto DENTSU INC. KANSAI Copywriter
Jun Katogi DENTSU INC. KANSAI Producer
Tomofumi Hayashi DENTSU INC. Account Manager
Akiko Nakasone DENTSU INC. Account Manager
Naoko Tsuji DENTSU INC. KANSAI Account Manager
Taiji Kimura Katachi Co.,Ltd. Designer
Karsten Trappe Illustrator
Takeshi Arimoto Style Printing.Co Printing Producer

Brief Explanation

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 totally diffrent approach amongst competitors. Position as "special brand for appreciators" with abstruct/artistic visual, ?philosophical phrases, and the minimum product info.

Describe the brief from the client:

Our goal was to launch the luxury skin-care brand for department stores from 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.

Description of how you arrived at the final design:

In order to nurture loyal users who won't easily switch to another product,

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"