Shiseido: #AliveWithBeauty
For its 150th anniversary, Shiseido sought to honour its Japanese heritage while embracing the future of beauty in a digital-first, Web3-powered activation.
We were tasked with defining this vision through an innovative, community-driven experience—one that would blend art, science and technology to set a new standard for beauty in the metaverse.
In a global-first for beauty, we developed an AI-powered NFT community program—a groundbreaking fusion of human creativity and artificial intelligence.
At the heart of the campaign was a limited-edition collection of 150 NFTs, each uniquely designed through a collaborative AI process, inspired by the words and perspectives of five pioneering women in beauty and technology.
The Camellia Marque
Under my creative direction, we ensured the NFTs remained deeply rooted in Shiseido’s brand legacy. The design, symbolised by the Camellia marque—a timeless emblem of prestige and heritage—was first shaped by AI, reflecting collective brand perceptions, and then meticulously refined by our in-house creative team - Katya Pavlenko and Katie Edmunds.
Beauty, heritage, community
The campaign unfolded across multiple touchpoints:
AI-Generated NFT Collection – 150 bespoke digital artworks, minted on Exclusible, a carbon-neutral NFT platform promoting accessibility and sustainability.
Pioneers-Led Launch – Five female beauty & tech innovators championed the release, educating audiences through social-first storytelling.
A 360° Content Ecosystem – We developed immersive, educational assets that guided users through their NFT journey, demystifying Web3 and showcasing the value of digital ownership.
Community-Driven Distribution – NFTs were released via a sweepstake, engaging a new wave of consumers in Shiseido’s digital transformation.
By positioning Shiseido at the intersection of beauty, technology, and community, we delivered an industry-first, generating 100% positive sentiment and redefining how beauty brands engage with Web3.
#AliveWithBeauty proved that the future of beauty is not just seen—it’s co-created.
