SHISEIDO｜Ultimune Sample Card Design

Context

Rooted in Japanese aesthetics and cutting-edge technology, SHISEIDO unveils the newly upgraded Ultimune Camellia Defense Serum, embracing the "Slow-Aging" concept to meet modern consumers' desire to defy time and age-related constraints. To elevate the luxury counter experience and reinforce its premium positioning, SHISEIDO’s Japan headquarters partnered with JL DESIGN to craft an exclusive trial packaging. This refined design, blending ritualistic elegance with a high-end aesthetic, aims to captivate the global market and further strengthen Ultimune’s brand identity.

Strategy

JL DESIGN reimagines the traditional single-use sample experience, transforming it into a collectible and interactive journey. Infused with a sense of ceremony, the packaging embodies the process of "Exploring, Unfolding, and Discovering"—inviting users to engage with each step as if rewinding time itself. Through this immersive unboxing experience, the essence of Ultimune’s "Slow-Aging" philosophy comes to life.

Solution

The packaging retains Ultimune’s signature red hue while incorporating the visual essence of the camellia, symbolizing timeless vitality and elegance. Designed to unfold like an exquisite evening clutch, each layer opens gradually, mirroring Ultimune’s progressive skincare approach and enhancing both the visual and user experience. This three-dimensional narrative design not only optimizes in-store display and storage but also transforms the sampling process into a luxurious unboxing ritual. Through this collaboration with SHISEIDO, JL DESIGN redefines the traditional sample experience, elevating Ultimune’s brand presence in the global market and reinforcing its prestige with a sophisticated, high-end touch.

Impact

This sample card design guideline has been distributed to over 90 global markets, becoming a key reference for future design developments that balance quality and creativity. Regional markets have generally praised its premium aesthetics. Since the launch of the new packaging, Ultimune has shown positive growth in both sales and word-of-mouth, indicating that this design strategy has provided substantial support for promotional efforts.