THE CHALLENGE

A global pharmaceutical brand specialising in medical aesthetics was devising a new global campaign to be used across their product portfolio. This required understanding women’s relationship with their skin as well as the culture of cosmetic treatments in Japan.

THE APPROACH

Starting with a 7-day pre-task to gain a perspective of women’s experiences with their skin, we handpicked the best respondents to take part in an online focus group to expand on the cultural nuances of using treatments and aging. This was followed by creative writing workshop to further uncover women’s emotional connection with their skin and develop first-hand stories to inspire the brand’s campaign. Speaking about their relationship with facial skin can surface memories of difficult periods in the past. We took some extra steps in preparation to help participants feel comfortable and speak openly about vulnerable experiences.

THE OUTCOME

The study brought women’s relationship with their skin to life. Our synthesised findings shone a light on the kind of results women aspire to, their skin journeys and informed the brand on moments that they could own with their treatments and products.

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