KINTSUGI

SHISEIDO

INITIAL CHALLENGE

To generate sales in a post-lockdown and de-escalation context where the beauty market was plummeting at a staggering rate of -21%.

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STRATEGIC REFRAMING

Understanding that sales are not the objective but the consequence of well-executed marketing work. We therefore opted to preserve the premium value of the brand, changing the conversation topic of the category from product-centric to human-centric, and making a commitment to relevance in times when we were having such a bad time socially because of COVID-19.

THE IDEA

A campaign about Kintsugi; in Japanese, golden woodwork. An ancient Japanese technique that consists of repairing fractures in ceramics by painting them with gold. A philosophy that defends that scars and fractures should be shown with pride, because they beautify objects and beautify us as evidence of our vital transformation.