A Heritage Brand Reborn
Digital Strategy & Activation
How to reenergise Japan’s No.1 derma-cosmetic brand for the fast-evolving Chinese market? CHIC reimagined the relaunch of Dr. Ci:Labo’s Sensei line — with a 360° brand transformation: Global art direction, Content production, Travel retail, Brand Experience. Every touchpoint reconsidered.
With cultural sensitivity and strategic precision, CHIC elevated Dr. Ci:Labo to a prestige brand. It grounded the transformation in authentic Japanese roots, and reframed a proud legacy through a contemporary lens.
Grounded in dermatologist-led expertise, Dr. Ci:Labo now speaks to a new generation of discerning consumers. Through three key brand principles: the art of Omotenashi (sense of care), aesthetic clinical science, and limitless Kagayaki (glow). CHIC articulated these pillars through cultural fluency and visual sophistication.
From warm, human gestures. To a clinically credible tone. And a glow that radiates inner confidence. The result? A modern Japanese brand identity. Elegant. Elevated. Unmistakably authentic.
Cultural fluency isn’t a detail, it’s the strategy. At CHIC, we believe decoding local codes is the first step toward global relevance.
