Shiseido - Zen Essence

What if we trained senses first, before words?

For the launch of their new fragrance Zen Essence, Shiseido wanted their sales advisors to be able make the subtle scent universe their own… and to convey it accurately in-store.

The stakes

Allow a distinctive, embodied yet natural product speech to emerge, in a universe where emotions wins over on description. 

Our response

Design an immersive training experience that brings the fragrance to life before telling its story.

An approach that mobilises the senses to anchor codes, gestures and storytelling on the long-term.

The program

• A scripted digital experience, inspired by nature movies, around a sensory walk 
• A program structured around the five senses, make intuitive learning easier
• Visual universes recreated through AI, loyal to the Maison aesthetics 
• Engaging interactions (role-play, quiz) to reinforce memory retention

Our role

• Immersive pedagogical design
• Artistic direction aligned with the Shiseido universe 
• Creating innovative visual experiences
• Developing a fluid and engaging digital mobile, especially on mobile

Results

• Better comprehension of the Zen Essence universe and positioning 
• Understanding the sensory and emotional elements of the perfume
• Reinforced memory retention thanks to immersion and storytelling
• Memorable and distinctive training experience