Waso (Shiseido)
Cosmetic Packaging
Individual (in Pratt Institute)
2019
Instructor: Eugene Kim
Waso is standing for the sustanable thinking of benefits from nature, which was firstly mentioned in food treatment in Japan. Shiseido made this product line especially for the Asian female cosmetic market. It aims to show the sustanability concern of the brand and company. Recently, Waso becomes one of the most popular female cosmetics' in 18-25 ages. This product line has made a huge success in the Asian market. Serving the female consumers with pure imagination of natural nutrients. Showing the beauty of curviness, and healing their mind with these super magic.
Waso was previously designed with a handle on its container. It helps their target users easily hold it and open it with only one hand. The idea of it is to provide a eco efficient approach for its consumers. (Image from: Shiseido.com)
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However, the extra function also leads the extra cost of material, manufacture and transportation. In this case, my study of backing to the original concept, “waso”, help the cosmetic rethink about its mission of brand and the experience design. The Waso series is a extremely eco positioned product line. It is located as none luxury cosmetic product. Natural and also the idea should be considerd in the whole industry loop. So, I designed the new Waso packaging. Keeping the original language but still reducing the size and the cost. Insipred from the natural nutrients.
