Shiseido IBUKI Global Launch

Role: Pitch Refinement, Creative Direction, Content Strategy, Research, Copywriting, Video Storyboarding, Content Localization

Challenge
Shiseido wanted to make their new preventative skincare line appealing to a millennial demographic.

Solution
I created a digital-first narrative that felt aspirational rather than clinical, connecting the product’s purpose to the concept of the “Future Self.” I refined and fleshed out the winning pitch concepts, then directed the global content strategy and copywriting. I architected an interactive social experience that delivered three months of personalized beauty tips, real-time advice, and localized product samples based on user data. To ground the campaign in authentic storytelling, I developed the “Beauty Bios” video series, crafting the creative plan and interview framework for industry influencers to showcase the line in a relatable, high-energy format.

Impact
The campaign successfully introduced the preventative line to a global millennial audience, driving significant brand interaction and measurable engagement. By bridging the gap between product utility and lifestyle aspiration, we established IBUKI as a must-have category leader, proving that data-driven personalization can result in deeply human brand connections.