TAKAMI by L’Oréal TAKAMI Kakushitsu Truth Product Global Campaign

CONTEXT

Tokyo-born skincare brand Takami is the nation's most loved specialized skincare product, ranked the #1 skincare brand in Japan, and the recipient of over 60 beauty awards.

After running for almost 25 years, the brand was recently acquired by L'Oréal group. While the Takami name has a strong brand reputation in Japan, L'Oreal wanted to kick-start its expansion overseas.

CHALLENGE

In order to introduce a new global audience to the brand's 'kakushitsu' skincare philosophy, we wanted to re-invigorate the Takami brand.

Our objective was to leverage the reputation of Japanese skincare and create Takami’s own philosophy, while ensuring our messaging resonated on a global scale.

INSIGHT

Takami is a name that celebrates routine and habit. There are no ‘quick fixes’ - good things come to those who are dedicated.

The DNA of the Japanese approach of cultivating excellence over time creates a deeper sense of respect, humility, and grace toward the skin. It also celebrates the achievements unearthed through dedication and the constant striving for perfection: we believe we can use this approach to showcase the Takami message.

Our strategy focused on weaving together Japanese aesthetics and the concept of making daily exfoliation a skincare habit. We wanted to inspire users to cherish their skin, celebrate what they have, and not try and tear/ peel it away.

To embody this philosophy, we created the "KAKUSHITSU TRUTH PRODUCT VIDEO". From scratch, we wrote, produced, shot, and edited a series of commercials designed for both television, online platforms, and offline broadcasting. The video showcased exfoliation care with a Japanese touch.

RESULT

For this project, we assembled a top-tier team of emerging and acclaimed creators from Japan and abroad to craft a visually compelling campaign video for global audiences.

Directed by Hideto Hotta, known for his visionary storytelling, with Yuki Ono as Director of Photography, renowned for his distinction for his precise and sophisticated cinematography, the video delivers exceptional visual impact. Hatsune Nakagomi’s detailed props styling, combined with Sun Junjie’s cutting-edge 3D animation and SPECIAL EFFECTS GIVS’ advanced technology, created a unique experience. Andy Kai Nagashima’s immersive sound design added further depth and realism, ensuring the audience’s full engagement.

Launched across China, Taiwan, and Southeast Asia, the campaign achieved significant cross-border success.

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