DECORTÉ Micro Balm Lotion

DECORTÉ (Cosme Decorte) is a leading Japanese high-prestige cosmetics brand established in 1970. To further address diversifying consumer needs, they globally released “Medicated Micro Balm Lotion [quasi-drug],” a lotion that anyone can use comfortably regardless of age, gender, or skin type.

While being an easy-to-use item that works as an all-in-one solution, it was necessary to communicate that this is a high-performance lotion and to dispel the lingering social perception that skincare is only for adult women or beauty enthusiasts—emphasizing instead that it is an item that accompanies all people throughout their lives.

To convey the concept that “skincare is also about caring for life and living,” we paid attention to the details of human expression, exploring non-stereotypical representations of diversity. Across all media, we pursued expressions that accurately communicate the product's features under a unified worldview of color tones, marks, and illustrations.