HAIR KITCHEN Branding

ROLE
Creative Direction, Art Direction, Video & Still Production
DELIVERABLE
Video, KV, Social Asset, Tagline, Creative Guideline, Illustration
DATE
Aug 2021

SHISEIDO PROFESSIONAL has introduced a new hair care brand exclusive to salons — “HAIR KITCHEN”. This brand is committed to sustainability, using a clean formula, natural ingredients, and eco-friendly packaging, and social engagement. It emphasizes the powers of nature and provides customized formulae to fit each person’s hair type, using natural vegetable and fruit extracts. monopo Tokyo helped launch the brand by creating the tagline, brand story, brand film, key visuals and social assets, and providing creative guidelines among other support.

INTRO

Since HAIR KITCHEN’s business model is B2B2C (Business-to-Business-to-Consumer), it required an approach targeting both professionals and the end customers. Also, as it is a salon exclusive product, it was necessary, first, to create brand awareness and affinity among salon owners.

APPROACH

​​One of the key elements of this project was the strategy process revolving around a B2B2C model. To this end, we conducted several workshops for businesses and consumers. The ultimate aim of these workshops was to focus on the characteristics of each group and develop the most suitable approach to publicize the new brand. Discussions on the target audience, based on interview analysis and research on customer/user journeys, were shared with the team, including salon owners, to enable a better understanding of real-life situations.

STRATEGY

From the workshops, we learnt that both salon owners and end customers collect information on hair care primarily from Instagram. Therefore, we built the communication plan focusing on Instagram and created the social assets accordingly.

KEY VISUAL

The key visuals express the image of “naturalness” by incorporating the power and beauty of natural ingredients, such that consumers associate them with not just hair but broadly with health and well-being.

CREDITS

CLIENT
SHISEIDO PROFESSIONAL
ROLE
Creative Direction, Art Direction, Video & Still Production
THE TEAM

Account Executive & Producer
Kensuke Tanakamonopo Tokyo

Art Director
Takayuki Yokoyamamonopo Tokyo

Art Director
Sumie Yamaguchimonopo Tokyo

English Copywriter
Japanese Copywriter

Project Manager
Clara Blinmonopo Tokyo

Project Manager
Ayumu Kurashima (& Supply)

Video director
Kyotaro Hayashi (DRAWING & MANUAL)

Cameraman
Hideaki Hamada

Lightman
Nagisa Miyazono

Hair Make
Ikuko Shindo (SHISEIDO)

Stylist
Ayano Nakai

Prop Stylist
Tomoko Kanda

Producer
Hiroki Goto (amana)

Production Manager
Yuta Takei, Hiroto Ebisawa, So Watanabe (amana)

Photographer
Masato Moriyama (TRIVAL)

Hair Make
Ikuko Shindo (SHISEIDO)

Stylist
Kazuhiro Nagai (mahna mahna)

Prop Stylist
Tomoko Kanda

Retoucher
Taku Yamamoto (mosh)

Producer
Hiroki Goto (amana)

Assistant Producer
Yuri Asakura & Yuta Takei (amana)

Photographer
Masato Moriyama (TRIVAL)

Prop Stylist
Tomoko Kanda, Sumire Ito

Retoucher
Taku Yamamoto (mosh)

Production Manager
Yukiko Kubotamonopo Tokyo