The primary objective of the Shiseido IBUKI campaign was to drive national awareness of new skincare range, IBUKI, with the additional goal to acquire a younger target segment of Gen Y ‘Millenials’. Partnering with award-winning beauty and health journalist, Eleanor Pendleton, a series of emotive videos that answered the skincare concerns of the Shiseido online community formed the basis. The campaign saw significant increase in social media numbers and sell-out appointments on counters nationally. IBUKI is now placed in the top 3 best-selling skincare lines from Shiseido (a position previously held only by the brand’s decade old anti-aging range).