Shiseido Ultimune: Ultimate bounce back

The launch of Shiseido Ultimune serum had several challenges: a complex and off-category benefit of providing 'skin immunity', a dormant social media presence and a small media budget.

Shiseido Ultimune: Ultimate bounce back

Shantanu Dasgupta

Campaign details

Brand Owner: Shiseido SingaporeLead agency: ADK SingaporeBrand: Shiseido UltimuneCountry: SingaporeIndustry: Skin care, sun protectionMedia: Internet – display; Internet – general; Social media Budget: Up to 500k

Market background and cultural context

Yet another new serum in the highly cluttered skincare category in Singapore

Shiseido is one of Japan's leading skincare and cosmetics brands. It has been a prominent player in the Singapore market for the last couple of decades. Shiseido's most important launch for 2014 was the Shiseido...

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