LAQLANC

(Client)

LAQLANC

(Description)

We were responsible for the localization communication strategy, visual concept development, brand visual shooting, and EC site creation for the Japanese market entry of the Korean men's makeup brand "LAQLANC."

(Styling)

With strong sales in Korea and Vietnam, the Korean cosmetics brand "LAQLANC" was making its first entry into the Japanese market. The brand approached us with both high expectations and concerns, especially given the significant differences in the perception of the "men's makeup" market in Japan. Due to the COVID-19 pandemic, the project was conducted remotely between Japan and Korea. We comprehensively developed the communication strategy, brand concept, art direction, and product visuals for the Japanese market. To introduce men's makeup to Japanese men, we questioned the traditional notions of "makeup" and "cosmetics" and crafted a unique communication concept. Instead of framing LAQLANC as makeup, we proposed the idea of "skin-up"—a concept to elevate men's skin rather than applying makeup. The tagline "GOOD LOOK GOOD LUCK" was developed, reflecting the brand's Korean concept of the "law of attraction," expressing that good preparation and appearance bring good luck. The art direction aimed to showcase confidence and success for men using LAQLANC products. For the shoot, we kept the visuals simple by focusing solely on the model and the product. The use of a black background and the model's skin tone highlighted the texture of the skin, emphasizing the product's benefit of creating "natural skin so seamless it doesn’t look like makeup." Subtle eye makeup was added to bring out a touch of color, creating a more striking and elegant image.

(Our roll)

Brand Strategy
Creative Direction
Copywriting
Art Direction
Casting
Photography
Movie
Web Production

(Launch)