The brief:
Kanebo is a leading cosmetics brand headquartered in Tokyo, Japan with a wide portfolio of skincare and makeup brands that sell through multiple distribution channels in over 50 countries and regions in Asia, Europe, and the Middle East. Some of its brands include KATE, Lunasol, SENSAI, and freeplus.
With a strong focus on research, science, and innovative beauty products, Kanebo tasked us with remaking its English website to expand its global reach while spotlighting unique beauty methods that reflect decades of experience as a pioneer of esthetic research in Japan.
The challenge: In 2006, Kanebo joined the 5th largest cosmetic company in the world, Kao Group. So the company needed to reach worldwide consumers and position itself as a research-driven, provider of quality beauty products to strengthen its brand portfolio while stepping up investments in potential growth markets.
My role:
I was in charge of leading the copywriting and content strategy for the majority of the site (with the exception of a few page) from researching relevant industry topics to identify and produce SEO-friendly content to implementing brand-aligned copy throughout the site.
I found a tone and voice that embraced the innovative side of Kanebo without neglecting the visceral, sensory-focused language that indulges the tangible effects of using high-quality beauty and skincare products.
Highlights:
The content strategy and production took a multilayered approach with practical blogs and articles featuring informative pieces about makeup application and explanations on how to correct possible skin issues. While the other layer of content augmented the history page with in-depth articles about specific stories, artist collaborations, and advertising histories related to the brand and the beauty industry as a whole.
*I wanted the content to be unique. One content element would appeal to general SEO-friendly inquiries (for example, tips on how to effectively apply blush), and the other would embrace editorial, essay-like, deep dives into the industry’s history. The outcome at once bolsters the familiarity of speaking directly to consumers while, at the same time, showcasing the serious side of Kanebo—pairing its history and R&D efforts in scientific and product innovation with the company’s success in making those products appealing to everyone.
And
*More snapshots of the in-depth articles. These vintage devices, advertisements, and products are so cool.
*I was also tasked with the write-ups for all the brands in Kanebo’s current portfolio. The process of understanding the voices unique to each brand was a fun and rewarding experience.
