Skin Prepping Never Looked this Good
OVERVIEW
Par Kie is a Japanese skincare brand built around one idea: simplify your routine without skimping on results. Made in Japan, sold in Australia. Playful, candid, a little chaotic.
Thirsty Skin #PreppedWithParKie launched their hero product and set up a visual world the brand could carry long-term.
CLIENT
Par Kie Japanese Skincare
YEAR
2023
ROLE
Art Direction
TEAM
Producer: Sofia Bautista | Assistant: Theola Astura | Photographer: JV Rabano
CREATIVE CHALLENGES
Skincare advertising defaults to two modes: clinical and clean, or aspirational and soft. Neither felt right.
The campaign had to do real product work (hydration, absorption, a collagen formula) for an audience suspicious of overclaiming. So the visuals had to feel like what the product does before anyone read a word: skin, water, light. Proof you can see.
MY ROLE
I art-directed the campaign end to end. Three reference points: Yuni Yoshida for whimsy, Shelley Horan for lighting, Izumi Miyazaki for clean simplicity with an edge.
Four shoot categories: conceptual model shots, skin and water close-ups, lifestyle, catalog. Each built for a different channel, all unmistakably one world. Signature turquoise brand color, hard light, unexpected textures, always undercut with something playful.
THE RESULTS
The system became the brand's identity across five platforms (website, e-mail marketing, Instagram, TikTok, Facebook). 90% growth in followers and engagement, and product photography that lifted conversion.
