Shiseido WASO Revamp Communication

WASO was born from the Japanese culinary philosophy of bringing out the best in ingredients.
Defined by its “veggie-in-cosme” approach, featuring ingredients derived from Japanese botanicals, WASO is a skincare brand that helps prevent skin concerns among younger audiences.

With the target shifting from Millennials to Gen Z, the brand refreshed its concept, making it necessary to rebrand its social presence as well.

As we redefined the concept, we reexamined the value of the products through a Gen Z lens.
This led us to focus on WASO’s commitment to natural ingredients, respect for the environment, and a product philosophy centered on sustainability and skin-friendly formulas.

By capturing both the natural ingredients and production processes across four regions, and sharing these stories from their places of origin, we expressed WASO as a sustainable, locally rooted brand, with a sense of playfulness that resonates with Gen Z.

In addition to directing the official social channels, we planned influencer-led content.
To help influencers express the brand in a compelling and authentic way, we developed clear guidelines for their posts.

The core concept of the influencer campaign was “No Filter Beauty.”
It carried the message of embracing and loving one’s true self — including one’s own complexes or perceived imperfections..

Utilizingthis concept, influencers were invited to share social posts showing themselves without filters and without makeup.
By talking from their own perspectives about overcoming insecurities through WASO products and what “No Filter Beauty” means to them personally, the campaign resonated strongly with Gen Z audiences.