Lisa Eldridge Make Up

Shiseido

Date: 1999 - 2002

Creator of a brand new cosmetics line for sale in specialist Shiseido beauty shops throughout Japan. The brand, which became known as 'Emerger', launched in Spring 2000

• Writing and developing an original and unique overall concept for the brand that was suitable for the Japanese market yet had a global vision.
• Researching extensively the Japanese market taking into consideration all historical, cultural and current market factors.
• Understanding the history of Shiseido the company and extensively researching the archives
• Presenting the concept in London and at Shiseido headquarters in Tokyo.
• Developing further the concept to include all products to be present at launch and devising a colour concept. Developing and refining the key philosophy of the new brand
• Working closely with Shiseido laboratories on new product development. Understanding and having a wide and specialist knowledge of all ingredients used in the manufacture of cosmetics and keeping up to date with all new technological advances.
• Working on the shade and texture of every single item in the range
• Meeting with marketing department and briefing lab staff in Tokyo 4-6 times per year
• Developing a concept for packaging. Collaborating closely with Shiseido packaging designers to create the perfect look for the brand.
• Consultant training for 3000 staff across Japan in either large training conferences or in the making of educational tools such as videos etc
• Working very closely with the Emerger art director on the image of the brand, including the choosing of photographers and models to correctly represent the brand and it’s key messages
• Working one on one with the digital re-toucher for 10 days a year to ensure the make-up and overall beauty representation was in keeping with the key concept
• Playing a prominent and visible role in P.R. in the lead up to launch and thereafter to include speaking at press conferences and one on one interviews with magazines and newspapers etc
• Creating seasonal colour capsule collections. Developing the concept, collaborating with the lab to produce the collection, working with art director to produce the images and following up with P.R. activity