Beauty Was Born In Nature

Shiseido introduces a new and completely distinctive product range to market, WASO. Designed for Millennials, the range has been crafted with authenticity at its core. Through WASO, Shiseido is redefining beauty, empowering Millennials to feel beautiful in their own skin whatever their gender, nationality, age or status.
The name WASO is drenched in authentic, Japanese heritage. It originates from a combination of two words, “WA” meaning a Japanese sense of peaceful, harmony, and “SO” meaning inspiration, idea and thought.
Designed for Millenials
Millennials have become the generation that aspires to live an organic and biophilic lifestyle. This biophilic lifestyle refers to humans’ innate connection with nature.
Millennials are now leading the world-wide push to bring nature back into urban lifestyles. With a population that gravitates towards urban areas, the only way for people to obtain this biophilic lifestyle is to infuse city life with nature.
Moss brings virtual greenery to city centers. Urban gardens to grow collectively or alone and revealing the power of each ingredient of the Waso range.
Beyond the game
Because the most successful online campaigns find their roots offline we have imagined local cultural activations taking the philosophy behind the brand on a holistic journey globally.


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    Creative Director + Head of Strategy
    Creative Design Manager