17: PRINT DESIGN (Brochure/Publication)

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COSPLAY MAKEUP SKETCH - KATE
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Title of Entry: COSPLAY MAKEUP SKETCH
Brand: KATE
Product/Service: KATE ST
Client: Kanebo Cosmetics Inc.
Entrant Company: DENTSU INC.
Creative Agency: DENTSU INC.
Creative Director: Takahiro Kishi
Art Director: Shoji Uchiyama
Designer: Naoki Terashima/Tomotaka Iwasa
Copywriter: Nanako Tani
Sector: 45054
Account Executive: Katsuhiro Takayama
Illustrator: TCB
Date of Release: 2019-10-26
Photographer: Ryuichi Taniura/Tsutomu Umezawa
Notes: BRIEF: To create a world where people can be their ideal selves with the power of makeup, the global makeup brand, KATE, faced the struggle of those who sincerely love makeup. Who are they? Cosplayers. They all have specific characters that they eager to be, however, there was not enough opportunity to learn cosplay makeup to replicate their favorite fictional characters. IDEA: KATE developed the world’s first cosplay makeup exercise book “Cosplay Makeup Sketch”. Cosplay Makeup Sketch uses a unique skin-like paper in order to create a realistic makeup experience as if you are applying makeup on your face. What’s more, not only does it provide an opportunity to practice cosplay makeup, but it also designs to expand people’s makeup imagination by coloring the sketch book with KATE’s cosmetic products. RESULTS: Cosplay Makeup Sketch was used by many cosplayers at one of Japan’s largest cosplay events and received strong positive feedback. The cosplay makeup book and the initiative have been widely talked about starting from the cosplayers. As a result, it was covered by more than 560 media and reached to more than 40 million people on SNS. What’s more, its brand favors increased by 2.2 times and purchase intentions increased by 2.6 times. Through this brand action, KATE showed the world that makeup has a great potential to empower people that they can be anything.
Other Credits: Shingo Hiraoka(Agency Producer)
Other Credits: Motoko Fujii(Communication Planner)/Aya Nagai(Communication Planner)
Other Credits: Chika Mitsui(Planner)/Momoka Endo(Planner)
Other Credits: Daisuke Sudo(Producer)/Yuka Mishima(Production Manager)
Other Credits: Natsumi Sano(Stylist)/yurina(Hair&Makeup Artist)
Other Credits: Yuichi Masuda(Editor)
Other Credits: Yoshihiro Matsumura(Casting)
Other Credits: Keitaro Ito(PR Planner)/Mika lshikawa(PR Planner)