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Brief Published: 14 Jul 2016

Shiseido’s Digital Kiss Mobile Promo Targets Gen Z

Shiseido, Rouge Rouge Kiss Me campaign

Shiseido has launched an interactive, kiss-sharing mobile campaign to promote its new lipstick collection to digital natives Gen Z – a group that now constitutes 40% of global consumers (Pew, 2015).

Created with Tokyo-based creative agency TeamLab, the Rouge Rouge Kiss Me campaign runs via a smartphone-only microsite. From here, users can invite a person they want to share a virtual kiss with via email, Line or WhatsApp. To do so, they pick a shade of red from the range's 16 lipsticks and create a 'kiss' by literally kissing the smartphone's screen.

The recipient must log into the site via a special URL within the invite, where upon a digital countdown ensures the pair perform their kiss simultaneously. This produces a gif 'Monster' with lips and an animated face and limbs for resharing on social media. Nudging users towards purchase, the gif is accompanied by a link to Shiseido's e-commerce site.

"Creating and increasing touchpoints with Gen Z is part of our growth plan, and our aim with Rouge Rouge Kiss Me is to make the make-up experience more fun," said Hiroko Ozeki, international business planner at Shiseido. See also Haute Humour: Visual Influence.

The activation echoes Burberry's 2013 Kisses initiative that used lip-detection tech to let users capture and send digital kisses – similarly injecting a sense of humanisation into the digital experience. See Personalising E-Tail for more on this idea.

See also Macy's One Below: Gen Z/Y Playground, Teen-Targeted Beauty: Retail and Gen Z: Media Habits.