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Shiseido Launches Digital Campaign For Rouge Rouge Lipstick Line

June 28, 2016: 12:00 AM EST
Shiseido launched the Rouge Rouge Kiss Me digital marketing campaign to promote its new 16-color Rouge Rouge line of lipsticks. According to Shiseido global creative director Ruba Abu-Nimah, the campaign urges two people to kiss their smartphone screens at the same time in order to create a virtual kiss. Created by Tokyo-based TeamLab, the campaign lets anybody who wants to virtually kiss someone to access the website rougerougekissme-shiseido.com and create a personalized link they can send to that person they want to kiss. There are similarities with the campaign created by Burberry Kisses and Google that also lets people send virtual kisses; however, Shiseido’s campaign takes the concept of “virtual kiss” a step further. Kiss Me goes live in Japanese, Chinese, English, and French versions.
Rachel Strugatz, "Shiseido Ups Digital Game With ‘Rouge Rouge Kiss Me’", Women’s Wear Daily, June 28, 2016, © Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC
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