Role: Editorial Director

I oversaw the editorial direction, copy strategy and product story refresh for the global skincare brand’s hero product relaunch campaign. I was hired on by Dentsu Isobar’s Tokyo team to manage and lead the creation of all digital assets. As a former beauty editor, I brought deep subject matter expertise to all deliverables but especially the Skin Visualizer Quiz, a unique digital proxy for the in-store experience. Shiseido’s tone of voice is also unique in the beauty world—its deep-rooted history and legacy meant that all copy should feel elevated and elegant while still conveying formulaic credibility and the research-driven foundation of its products.

Deliverables

• 12-component landing page

• 7-component product detail page

• A 10-question customer quiz

• 5 promo banners across their various sites