Makeup Tools

Creative Direction
Art Direction

Photography: Shotaro Ito

Shiseido Eyelash Curler is ergonomically designed in all aspects from its easy-hold handles and calibrated hinges to its perfect curve to capture all the lashes. Thanks to these features, customers are highly satisfied with the product. At first glance, however, it is difficult to notice the difference between the product and competitors’, and therefore the product has failed to stand out from the crowd.

We captured the hidden beauty of the product’s form in photographs with bold compositions as we thought that the beauty of its structure would certainly remind customers of its ease of use and beautifully curled lashes. Advertisements for eyelash curlers, including those by competitors, generally focus on the lashes, but we focused on the curler to differentiate ourselves from competitors.