2018.03.19
”Tokyo Looks”. Joint promotion with Shiseido -Promoting Tokyo's charm in Europe-
"Tokyo Looks". Joint promotion with Shiseido and the city of Tokyo (Tokyo Convention & Visitors Bureau) is being carried out in Europe to promote the appeal of Tokyo through make-up.
By using key visuals in each promotion - a make-up style for Ueno, Ginza and Roppongi - the charms of each area of Tokyo are represented.
1. The faces of Tokyo through make-up
Harnessing the creativity of top hair and make-up artists, Shiseido is representing visually the faces of the three areas of Tokyo in the promotion.
The Ginza Look : The sun sets over Ginza. The warm dusk light reflects off shimmering buildings and the Shiseido icon's face. Her tanned and dewy skin radiates sensuality, her eyes are passionate, her smile suggestive. Confident, almost triumphant, she reigns over the city.
The Roppongi Look : Graphic, precise, and totally modern, it embodies the exciting energy of the area.
The Ueno Look : A palette of pinks is revealed, iridescent and fresh, pure and delicate, as natural as possible, and with almost original radiance.
2. Promotion
(1) Feature articles about Tokyo on 2 major magazines in France
Journalists from two major magazines in France has been invited to Tokyo to support the publication of feature articles about Tokyo.
Magazines:
Madame Figaro (publication March 2018)
Air France Madame (publication March 2018)
Details:
1) Visiting major tourist spots centering on the three neighborhoods of Ginza, Roppongi and Ueno.
2) Interviewing Tokyoites much talked about in the recent years.
(2) Makeup experience event
Run an event offering a unique experience of a makeup look that represents Tokyo's worldview.
Venue: Galeries Lafayette Paris
Date: 29th March, 2018
Details:
1) A Masterclass with makeup experience offered by Influencers for the campaign winners (defined by the influencers).
2) Panel exhibition of "Tokyo Looks" visuals and distribution of event brochures, etc.
(3) Launch of a dedicated webpage
Launch a dedicated webpage to provide the information on "Tokyo Looks" and Tokyo city guide, etc.
An interactive map highlighting best " Japan lovers " spots in Paris (restaurants, parks, pastries, tearooms, the House of Culture of Japan, Shiseido Spa…) will be available.
[URL]
http://www.shiseido.fr/tokyo-looks (French)
http://www.shiseido-europe.com/tokyo-looks (English)