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 helped launch the brand by creating the tagline, brand story, brand film, key visuals and social assets, and providing creative guidelines among other support.


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.


​​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.


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.


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.



Our role: Creative Direction, Art Direction, Video & Still Production

Account Executive & Producer: Kensuke Tanaka (monopo Tokyo)

Art Director: Takayuki Yokoyama (monopo Tokyo) & Sumie Yamaguchi

English Copywriter: Aya Apton

Japanese Copywriter: Ryoko Kataoka (ADK)

Project Manager: Clara Blin (monopo Tokyo), 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)

Social Asset

Photographer: Masato Moriyama (TRIVAL)

Prop Stylist: Tomoko Kanda, Sumire Ito

Retoucher: Taku Yamamoto (mosh)

Production Manager: Yukiko Kubota (monopo Tokyo)

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