Shiseido x
Watsons
INDUSTRY
Skincare & Beauty
CATEGORY
Service Design
The high end luxury skincare and cosmetics brand collaborated with Watsons to create an affordable range of skincare products called D program, which was to be launched at Watsons stores across Taiwan, Singapore, Japan, and Thailand. Each product was designed to target a specific problem area and claimed to show results in 4 weeks.
Brief
The vision for D program was to have it’s own identity. Therefore the challenge here was to:
i) Create multiple touch points via online and offline platforms.
ii) Elevate the Shopper experience of Shiseido product through personalization & engagement.
iii) Build stronger loyalty of Shiseido brands with Watsons members
iv) Drive Shiseido sales with Watsons members both online and offline
Channels to Consider
Our focus is on store-in-store displays, with extensions to online channels.Regardless of where consumers enter, they will be able to move seamlessly between channels at any stage of their journey.
User
Behaviour
We began studying user shopping behaviours and ran a quick competitor audit to have a look at the kind of campaign and product launches by other brands
While understanding our users we categorised them into two primary shopper types i.e. planned and unplanned shoppers.
We centred our research and needs gathering around unplanned shoppers as:
• They are looking to purchase skincare products, but not specifically from d program.
• Have existing skin conditions or experiencing flare-ups, and need a way to fix it in-store or online.
• Enter a Watsons store or website by chance and came across d program products.
01
Consumers desire to fix their skin without being told what’s wrong with it
02
Hesitant to purchase products without trying
03
Lack of product information in stores makes customers look
for more online
04
Need assurance on product credibility
Opportunities
Implementation of utility tools to help create positive associations with consumer’s skin
Display product benefits and information to establish credibility
Leverage on technology to experience products for a real touch
Utilize skincare diagnostic tools to recommend products catered to personal skin concerns
Creative Insight
Bad skin is not the motivation for taking good care of your skin.
It’s actually the desire to achieve the best version of ourselves in terms of how we look and feel.
Defining
the Solution
So, what if our starting point for skin consulting is not based on your flaws, but your perfect version of yourself?
Future
Skin Lab
Redefining skin analysis as a delightful experience
By d program
How the Future Skin Lab analysis is different?
​
Instead of identifying your flaws, simply brush away your skin concerns from your selfie and we’ll recommend the d program products you need to achieve your ideal look.
This new skin counselling experience is a central part of our store-in-store experience.
App Flow
So, what if our starting point for skin consulting is not based on your flaws, but your perfect version of yourself?
Store in
Store Display
• Bring the departmental store skin care experience to Watsons
• Stands out well in a crowded space
• Digital innovative features
• Modular and simple to adapt to a variety of spaces
• Premium and future forward design