AROUGE REBRANDING

In A Crowded Skincare Market, Science Speaks

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Background
The skincare market is highly competitive, and Arouge struggled to stand out with low awareness and limited understanding among consumers.

What set Arouge apart was its origin. The brand was developed by Zenyaku Kogyo, a pharmaceutical company known for its serious, science-driven approach. Arouge was created through careful research, with a deep focus on sensitive skin.

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Idea
We redefined Arouge as professional pharmaceutical skincare and delivered a clear message: “What a pharmaceutical company can do for sensitive skin in Japan.”

By focusing on barrier moisture, the campaign positioned Arouge as a brand that strengthens sensitive skin from the inside, giving it the power to retain moisture and comfort. Instead of chasing trends, the brand took a straightforward and trustworthy stance grounded in science.

 

[Film]
The film shows everyday frustrations faced by people with sensitive skin. As Arouge gently resolves these issues, the main character shifts from discomfort to confidence, ending with a moment of carefree time with friends.

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[Visual]
The graphic visuals present the white product lineup like professionals in white coats facing forward. It feels like a declaration from pharmaceutical researchers.

Across film, print, web ads, brochures, and a fully renewed website, a unified tone was created using a soft blue and grey wave symbol, establishing calm, consistency, and trust.