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Shiseido x
Watsons

INDUSTRY

Skincare & Beauty

CATEGORY

Service Design

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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

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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

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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?

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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

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Store in
Store Counter

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Extensions

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SANYA SUD   2023 ©

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