003 → Saisei
Return to You
NatureLab Tokyo wanted to expand their presence in North America with key, premium product offerings that brought the science and tradition of J-beauty to a new audience. Our challenge was to create a campaign world that sat naturally within NatureLab Tokyo’s current brand while expanding their capacity for deeply resonant, emotion-led storytelling.
We created a campaign for Saisei about giving people what they really want—a return to the best version of their own natural hair, positioning hair as a lens and gateway for how we measure life, experience growth, and define our sense of self.
Campaign, Product World
Role: Copywriter
This platform line was inspired by a conversation with my mom about aging and how alienating it is to look in the mirror and see someone you don’t recognize.
Agency: Red Antler
CD: Chad Powell
Design + Art Direction: Theo Swanson
Client: Libby Nelson
PM: Julie Helgesen