Mitsuyoshi Cosmetic Rebrand
- Mitsuyoshi is one of Japan's most respected professional cosmetics brands. They are the gold standard for traditional performers like geisha and kabuki actors. While famous at home, Mitsuyoshi has no American cosmetic market penetration, and needs a campaign to put them on par with major American brands. To position Mitsuyoshi as street makeup and broaden its appeal to trendsetting young women, I focus on the idea of timelessness. Using Mitsuyoshi's professional grade cosmetics, the same techniques and tools used by geisha for hundreds of years can create a flawless, fashion-forward look for any young woman.Developed tactical ideas to support the campaign, such as:
- A Facebook application that shows classic makeup tools and techniques from the world of the geisha, and shows how to apply them to your contemporary look- like perfectly lined lips using a Japanese-style lip brush, or easy flawless foundation using geisha makeup sponge techniques.
- Little Harajuku in New York- we bring young models sporting trendy, youthful Tokyo looks to Times Square. They give away free hugs and free samples of Mitsuyoshi cosmetics.
- Using a famous Youtube makeup tutorial star like Michelle Phan, we create an ever-changing series of tutorials based on fashion-forward looks designed by and using Mitsuyoshi makeup.