GPJ helped create a series of immersive experiences in Tokyo to engage over 100 international media, KOLs and celebrity brand ambassadors in Cle de Peau’s concept of Skin Intelligence – the scientific core value and insight behind all CPB’s research and innovative progress.
This high touch, white glove event saw guests attending scientific presentations at the Shiseido Global Innovation Centre, getting hands-on at laboratory tours, discovering skin data as art at an exclusive art premiere and immersing themselves in the CPB brand values at a gala event.
Clé de Peau Beauté Skin Intelligence
ISSUE
CPB wanted to strengthen its science credentials and cement its positioning as a leading, technically advanced beauty brand with media. But across its product portfolio, there is no singular RTB to consolidate the brand’s science story.
INSIGHT
We need to tell the CPB Science story to the Media in a way that is anchored on a singular point of reference: Skin Intelligence, in order to build equity and association from a grassroots level
IDEA
Take media and KOLs to where the SI insight was first discovered, the Global Innovation Center in Japan and create an experience that celebrates Intelligence in its myriad of forms showcasing CPB’s Science Philosophy in a highly memorable way.
INTEGRATION
Leverage on the brand’s partnership with artist Refik Anadol for the media event to extend this press event into a consumer activation – thereby creating wider opportunity to drive awareness of the brand’s concept of Skin Intelligence.
Leverage this event to drive deep brand affinity and education with CPB’s Brand ambassadors who were appointed in 2021.
IMPLEMENTATION
We immersed over 100 international media, KOLs and celebrity brand ambassadors in 3 key experiences within a day – The Science of Skin Intelligence at the GIC, the Art reveal of Unseen Intelligence and a CPB Gala Dinner celebrating the brand and its science. We ensured that each step of this experience – from transport to entertainment & meals – reflected the impeccable quality and refinement aligned with CPB brand promise.
IMPACT
Deeper relationship building and credentialing with the world’s top beauty editors.
How can we help?
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