In 2022 Shiseido created a space and a place where Travel Retail Consultants feed their lust for travel and connection despite ongoing restrictions. The One Shiseido Beauty Consultants Conference brought them back together as a team, thanked them for their commitment, and made them excited about the reopening of Asian travel in July 2022. The virtual conference was designed as an immersive 3D experience, including gamification, challenges, and high-end media production to elevate the attendees’ experience.
From an airport lobby to Shiseido Island, the largest beauty hub. The 2D airport lobby allowed BCs to discover each brand’s culture, rituals, and benefits. Shiseido Island is a 360 platform that provides a resort-like 3D experience full of surprises and interactive activities. The platform offered a lot to experience, share, and learn. The virtual journey was staged over 4 different days and streamed to 4 different regions. Both the 2D and 3D platforms were customized to showcase the experience in respective languages. The innovative technology and interactive design of the virtual journey provided Beauty Consultants with an immersive and engaging experience.
It created highly visually engaging content by taking the “travel comeback” marketing angle and showcasing the different brands in their respective environments, like Shiseido in Japan or NARS in NYC. Key touch points were created through the creative process to ensure maximum audience learning and excitement. The result was a high level of engagement, with guests interacting on average with 50 touchpoints and playing games up to 4 times, along with a high 77%+ attendance rate, that enabled BCs and TR partners to learn more about the brands.
2021 > SINGAPORE
Industry: Cosmetics
Project: 4 virtual conferences, streaming to Greater China, SEA, Oceania and South Korea
