Shiseido’s Ibuki skin-care line is tailor-made for Millennials, but the ad campaign, created for the brand’s launch in 2013, didn’t speak to them at all. “Millennials don’t want brands to talk at them; they want brands to communicate with them,” says Tomoko Yamagishi- Dressler, senior vice president of marketing. “That’s where relatability comes in. We have to speak her language as opposed to our brand messaging.” This year, Shiseido retrenched, creating a new campaign for Ibuki—complete with fun language and colors that pop— that launches in August with a digital campaign and social media push. Here, some key changes.
This story first appeared in the June 5, 2015 issue of WWD. Subscribe Today.