Shiseido RQ PYOLOGY brings scientific precision to skincare with its dermatologically-tested formulas.
This premium dermo-cosmetic line merges Japanese innovation with advanced skin research to target specific skin concerns.
Launching a New High-End Dermo-Cosmetic Brand in China's Competitive Beauty Market with a Complete Brand Foundation and Campaign Activation
Building RQ PYOLOGY from the ground up required more than just marketing execution.
We created the brand's positioning framework, strategic direction, and visual identity system before launching the campaign. The goal was to establish RQ PYOLOGY as a credible, science-backed premium choice in a market already saturated with established dermo-cosmetic brands.
Target Audience Deep Dive: We identified educated urban women aged 28-40 who prioritize ingredient transparency and clinical efficacy over brand heritage. These consumers actively research skincare science, follow dermatologists on social platforms, and seek personalized solutions for issues like sensitivity, redness, and premature aging. They value substance over hype and respond to data-driven product claims.
Visual Identity That Speaks Science: We developed a clean, clinical aesthetic that balances sophistication with approachability. The visual language uses precise typography, minimal color palettes inspired by laboratory environments, and photography that showcases real skin transformations rather than filtered perfection. Every touchpoint reinforces the brand's commitment to research-backed results.
The launch exceeded expectations, establishing RQ PYOLOGY in China's competitive dermo-cosmetic market. China was chosen as the brand's first global market, reflecting Shiseido's confidence in our approach.
The campaign generated strong social media engagement, with sampling programs driving significant trial and conversion. The brand successfully positioned itself around scientific credibility, with customers responding to research-backed messaging.