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.
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
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
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)
KV
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)
MONOPO STAFF ON THIS PROJECT
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