Shiseido Cosmetics Ultimune: #BeautyTag

This case study describes how Ultimune beauty serum was launched in the US by encouraging women to share their natural beauty with each other.

Shiseido Cosmetics Ultimune: #BeautyTag

Camille Drucker, Thomas Minc and Matt Spector

Campaign details

Brand owner: Shiseido Cosmetics AmericaLead agency: Cake New YorkBrand: Shiseido Cosmetics UltimuneCountry: United StatesIndustry: Luxury and super-premium brandsChannels used: Content marketing, Earned media, buzz, Email marketing, Games and competitions, Internet - microsites, Online video, Product sampling, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive summary

This case study describes how Ultimune beauty serum was launched in the United States by encouraging women to share their natural beauty with each other.

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