ALBION ‘Embrace the Power of Botanicals’
ROLE
Brand messaging
Consultancy
Copywriting
CHALLENGE
Since its foundation in 1956, the iconic Japanese beauty brand ALBION has garnered a reputation for being one of the world’s leading manufacturers of premium cosmetics. In 2020, ALBION was on the hunt for a new tagline to best promote their skin conditioner range SkiCon to the English-speaking Asian market (Hong Kong/ Singapore). Albion’s SkiCon is a long-selling lotion that has been loved by loyal users with all types of skin since 1974.
ALBION’s new tagline had to not only sound more native in English than their previous one, but it also had to appeal to a new younger generation of potential international Albion customers. The message had to be clear, concise, eye-catching, and promote the spirit of naturality.
SOLUTION
In collaboration with fellow Tokyo agency Jet Set Go, Y+L Projects carefully crafted a range of taglines capturing the brand’s essence and its SkinCon range. The tagline embodied ALBION’s new SkiCon branding focus, which was about promoting SkiCon’s ability to harness the power of botanicals to revive and refresh the skin.
RESULT
The outcome was a package of catchy introduction copy and tagline options that could be used for a range of promotional purposes across the band’s English language platforms, including online, social media, online, physical media, and the product packaging. The chosen tagline was also used on the homepage of Albion’s Singapore site for an entire year.
Crafting statements that embody the brand
Focussed, key messaging is integral to communicating. A brand’s audience across platforms and nationalities.
TEAM
Producer: Miki Kuretani (Jet Set Go)
Brand messaging: Lucy Dayman
Consultancy: Lucy Dayman
Copywriting: Lucy Dayman
TIMELINE
2020