Shiseido's Camellia Project Invites Users to Connect in Animal Crossing
Laura McQuarrie — September 19, 2020 — Fashion
References: shiseido & cosmeticsbusiness
During the pandemic, all sorts of beauty brands have taken to the Animal Crossing: New Horizons as a way to reach the game's young players and Shiseido is joining in with the Camellia project. The initiative is part of the brand's With One Another. Without Limits. Our Future Is campaign, which was created to help consumers connect with one another during the pandemic.
The Camellia film project invites fans to film themselves playing the Animal Crossing game and share the video on Twitter. According to Shiseido, the aim of the film project is to "express the true beauty that lies beyond the ‘limits and expectations’ that hinders the diversity of beauty present in all genders, ages, nationalities and more with the free world of Animal Crossing."
Image Credit: Shiseido
The Camellia film project invites fans to film themselves playing the Animal Crossing game and share the video on Twitter. According to Shiseido, the aim of the film project is to "express the true beauty that lies beyond the ‘limits and expectations’ that hinders the diversity of beauty present in all genders, ages, nationalities and more with the free world of Animal Crossing."
Image Credit: Shiseido
Trend Themes
1. Beauty Brands in Gaming - Opportunity for beauty brands to tap into the gaming world to connect with young players and promote their products.
2. User-generated Content Campaigns - Creating campaigns that invite users to create and share content related to a brand or product, fostering engagement and creating authentic connections.
3. Embracing Diversity in Beauty - Promoting inclusivity and showcasing the diversity of beauty beyond traditional constraints through innovative campaigns and collaborations.
Industry Implications
1. Beauty and Cosmetics - Beauty brands can explore partnerships with gaming platforms to create immersive experiences and engage with a new audience.
2. Gaming and Entertainment - Gaming platforms can collaborate with beauty brands to offer virtual beauty experiences and enhance user engagement.
3. Social Media and Marketing - Brands can leverage user-generated content on platforms like Twitter to amplify their campaigns and create a sense of community.
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