Beauty has no skin tone. How did one of the oldest cosmetics companies in the world teach kids about diversity?

Thursday: Gorillas of Guerilla Marketing FROM THE DESK OF MILES EVERSON: Fun. Creative. Engaging. Memorable. When you put these characteristics into one in marketing, you come up with… Guerrilla Marketing! Are you looking for ways to get more exposure for your brand through buzz-worthy and naturally interactive marketing campaigns? Keep reading to know how this cosmetics company educated Japanese children about respecting each one’s differences in skin tones. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Beauty has no skin tone. How did one of the oldest cosmetics companies in the world teach kids about diversity? Light pale, pale, tanned, brown, dark brown, and black. Those are some of the common skin tones identified in culturally diverse countries. In Japan, there’s a word for skin color—“Hada-iro”, and 79% of its population identify themselves with only one color—Pale Peach. That majority directly associates “Hada-iro” with the pale peach tone. Subtleties in skin tone are often noticed and pointed out in school settings across the country. Children that are racially mixed are often distinguished. How did a cosmetics company educate kids about understanding and respecting each others’ differences—no matter how big or small? --- SHISEIDO Founded in 1872 in Tokyo, Japan, it is one of the top and oldest cosmetics companies in the world. It is a multinational company that produces skincare, haircare, cosmetics, and fragrance brands in 120 countries and regions. What did the company do to promote diversity and educate the youth? Shiseido partnered with R/GA, an international innovation consultancy headquartered in New York under the Interpublic Group of Companies (an award-winning and global provider of marketing solutions), and launched a guerrilla marketing campaign in Tokyo, Japan as part of their CSR in 2018 called… MY CRAYON PROJECT The company collaborated with schools and a crayon manufacturer to make this campaign happen. THE EXECUTION: In a two-hour combined Morals and Arts class, a Shiseido representative asked the kids, “What color is your skin?” Each child answered by saying, “Hada-iro!” (It’s a pretty rare case to have all students in one class to have exactly one skin color.) After, with a special device used by skin scientists in Shiseido’s Skin Research Department, each student had their skin scanned. The skin analyzer can detect the subtle colors and hue differences of every human being in the world. It revealed that each child has a unique skin color. It didn’t end there! Crayons were used to show the students the differences they had in skin color. The Shiseido team worked with a crayon manufacturer to create a set of crayons matching the exact skin color of each child in the classroom. Each child got a crayon with their name written on it to represent their own “Hada-iro.” They were then asked to draw portraits of themselves using their “own” color and swap crayons with another child so they could draw one another. THE RESULT: 6 schools signed up for Shiseido’s CSR initiative (primary schools, junior high schools, and senior high schools). The majority of the youth who participated understood the importance of respecting each others’ differences and seeing how beauty can be diverse and can come in different colors. “I now know that my Hada-iro is special and the only one in the world.” “The common sense I had for Hada-iro has collapsed, in a good way.” “The differences [are] unique and that is what we need to respect.” – My Crayon Project, Spikes Asia 2019 These are just some of the many comments the participants gave. [Watch the Case Film HERE] My Crayon Project received Bronze in the 2019 The One Show awards, one of the world’s most prestigious awards shows in advertising, design, and digital marketing. The results showed how Shiseido’s guerilla marketing campaign made a social impact. It created a buzz and increased brand exposure in the process. Shiseido utilized its resources and standing in the cosmetics industry to teach the younger generation an important lesson about skin color. As a skin expert, it found a relevant way to promote their brand and express their views while giving a unique experience for children that educates them about beauty and diversity. Wouldn’t it be cool to have a crayon with your unique skin color and named after you too? Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! See it on next week’s Gorillas of the Guerilla Marketing!