One of the activities of Shiseido's "fibona" open innovation program, "Speedy Trial," has resulted in the development of "Lämmin," a film-type supplement.

Check to read the previous articles as follows:
Developed in just one year? The story behind the development of "Lämmin," a film-type supplement for revitalizing the complexion
Why was a film-type supplement created? Shiseido's development members talk about the "Lämmin" product development story

“Speedy Trial" is a program to develop a beta version of a product using research-initiated technology and quickly bring it to market through exhibitions or crowdfunding. By creating, meeting, and communicating with enthusiastic fans of the product, the program aims to increase the value of R&D from the early stages of development.

In order to commercialize the product, it was essential to collaborate not only with the planning team consisting of researchers, but also with designers and copywriters. For this issue, Lämmin planning member Saheki directly interviewed the package development and creative team. We asked them what they really thought about their involvement in its product development.

Packaging that folds like origami or an obi

Hirokawa:
As an in-house designer for Shiseido, I am mainly in charge of product design. In terms of products, I design a variety of products for one brand, from lipsticks to beauty serum and packaged sets.

Miyazawa:
I joined the company as a new graduate as a copywriter. I am usually involved in a variety of projects, focusing on the production of advertisements for the brands I am in charge of, including commercials, storefronts, and websites.

Saheki:
Lämmin is a film-type supplement, a type of product that Shiseido had never made before. How did you expand your ideas from the usage scenarios that the planning members had in mind to design the packaging?

Kobashi:
We started by thinking about the carrying case. Since the main target was working women, I thought it would be necessary for them to be able to carry it in a pouch and use it quickly and easily. To create such a minimalistic concept, we focused on usability, first creating 3D graphics on my side, and then working with Hirokawa to create a design that would take advantage of the film's shape.

Hirokawa:
For my part, I considered the atmosphere we were aiming for based on the significance of the product's existence, how long it would be used, the kinds of usage scenarios, lifestyle, favorite things, how busy our target consumers are, etc., and incorporated these into stylish yet warm atmosphere packaging.

This time, I helped the three teams with their design visuals from the sketching stage during the internal review committee phase. I listened to the planning members about the direction they wanted to take, created a picture, and gradually brushed it up into a feasible shape.

For example, the individual packages needed to be as thin as possible to be easy to carry around and have a minimalistic and stylish look that fits the lifestyle of women in their twenties and thirties. We worked with Kobashi to develop the design. In Japan, there is a culture of folding paper and kimono belts, like origami. This was the starting point for my image of the product.

Kobashi:
Based on Hirokawa's inspiration and the formulation of the product, we narrowed down the direction to an "envelope type" and "sandwich type.” I then proceeded to make prototypes.

The prototyping process was inspired by pop-up picture books and money clips. In the end, we came up with a package that is somewhere between an envelope and money clip.

Expressing skin temperature and warmth through coloring

Saheki:
The beautiful gradation of orange, pink, and pale purple that adorns the surface of the package and the cover of the booklet is key to the design. Where did you get the idea for that?

Hirokawa:
Since the Siberian ginseng contained in the supplement is an extract that warms the body, I thought that orange color was closest to conveying this image, and a graphic that would give a sense of temperature would improve the affinity. From the perspective of body temperature and self-control of emotions, I also considered a color scheme that would evoke the image of skin. The gradation of purple, pink, orange, and yellow represents the transition from "cold" to "warm" skin.

Saheki:
There was also an eco-conscious point of view during the production stage of the package. It was also important to determine whether the material would be eco-certified, and whether the colors would come out beautifully when printed. How did you consider the eco-conscious aspects?

Hirokawa:
We took on the challenge of reducing the environmental load at the production stage by making it possible to produce the carrying case of Lämmin with just one shot punched out by a machine in the factory. The specifications allow customers to assemble the product themselves once it arrives. As for the box, since this product is highly functional image, we used eco-friendly materials while making it feel luxurious. The box is made of solid materials, such as core-filled ones, so it can be reused.

Conceptual changes influenced by the coronavirus pandemic

We consulted with Miyazawa about copywriting after the package design and visuals were completed.

Miyazawa:
Yes, I think it was around the summer of 2020. I was first approached by Hirokawa. Moreover, when I heard that Saheki was in charge of the project, I immediately decided to join.

Saheki:
Miyazawa and I had previously met through in-house training. Until now, our planning members had never worked with package designers or copywriters. I was happy to learn that we would be working together.

Miyazawa was mainly involved in the production of the orange booklet that comes with the product and the crowdfunding web page. Did you have a concept for the booklet?

Miyazawa:
We decided to make it a storybook, based on the concept of Lämmin's guidebook as told by the developers. We were originally told that the booklet would include the stories of the project members that could not be included in the Makuake crowdfunding page. We edited the booklet with an eye to conveying the various stories in an easy-to-understand and enjoyable way.

The copy was also considered in order to convey the unique features of the product in an attractive manner. Another major hurdle was to ensure that the wording was legally acceptable. We came up with a variety of ideas, with advice from Miyahara, our in-house pharmaceutical affairs manager.

Saheki:
Were there any differences between your usual copywriting work and this project?
Miyazawa:
In my usual advertising work, I often develop copy based on briefing materials, but this time there was no briefing, and the intentions of the planning team were all that mattered. Therefore, I was always thinking about what kind of words I could use to encapsulate what the team members wanted to do in order to reach the audience properly, while incorporating the ideas into the expressions used.

Team members come together and accelerate toward launch

Saheki:
What did you all find rewarding about working on a new project with researchers in the midst of your regular work?

Kobashi:
In my usual work, departments and roles are so clearly defined that in some cases I honestly do not know what the other departments are doing. This time, however, I felt a sense of unity by being able to see all the processes of product development and the members involved. So, I felt I was making a product, more so than usual.

It was also interesting that the idea was based not on what would sell well, but on the pure idea of "it would be fun to have something like this.” Although the final product ended up taking on a different shape, I thought it was very interesting that we came up with ideas that we had never tried before, such as the idea to hang them in stores like the gift cards sold at convenience stores.

Hirokawa:
I thought it was amazing how there were no unreasonable specifications because of the development led by researchers. It felt like the project was planned with a sense of reality from the stage of idea formation.

Saheki:
Hirokawa, I understand that when you heard about this project, you also told your boss that you would like to help us. Why is that?

Hirokawa:
When I heard that Lämmin was to be launched on Makuake, it was refreshing to hear that the project had gone through the unusual route of being launched through fibona, which is different from the usual commercialization process. I wanted to take a step beyond the level of helping with sketches and cooperate with the launch of the product. Some of the project members were new to product development, so I wanted to help in any way I could in the practical aspects of the project.

Miyazawa:
Since I don't have much to do with everyone at the institute in my daily work, I had a feeling that I would be able to challenge myself with something new. I was impressed by the enthusiasm of everyone, as we had just finished an internal proposal. I was impressed by how active they were, how quick they responded, and how frequently they played catch-up with each other. It was a very stimulating experience to combine the strengths of our respective fields of expertise and create new chemical reactions.

Saheki:
The crowdfunding page was posted in December 2020, and I’m relieved to report that we successfully reached our goal. I am anxious to see the reactions of everyone who has purchased the product. Thank you very much for your support.

大事な場面に、パッとひとくちで顔色めざめる！資生堂のフィルム型サプリLämmin