Isehan
Kiss Arrow
WHAT’S THE PROBLEM?
Kiss, the flagship cosmetics brand of Isehan, will celebrate its 200th anniversary in 2025. With both its products and packaging completely revamped, the campaign aims to cultivate empathy and connection with the target audience through the brand's new appeal — positioning Kiss as the preferred choice by Japanese women.
WHAT WE FOUND.
In order to capture the audience attention, we needed to communicate benefits of Kiss' new flagship product, Lip Arrow — the new face of the rebranded Kiss — in a way that is both simple and memorable.
DID IT DEFY ORDINARY?
We developed a positively framed advertising concept that expresses the desire to be your true self and to connect with others in a unique yet authentic way.
Starting with a teaser creative that asks, “What would you do if ‘kiss’ disappeared from the world?”, the campaign delivers a powerful message to announce the brand relaunch. Web movies and in-store tools were also created to highlight the specific benefits of each product.
