Shiseido partners up with Nintendo Switch’s Animal Crossing

Shiseido's ‘Camellia’ project

Japanese beauty brand, Shiseido has tapped into the gaming market through a collaboration with Nintendo Switch’s Animal Crossing on a new film titled project ‘Camellia’.

As part of the ‘Camellia’ project, the beauty brand is inviting users to film their own unique videos playing the Animal Crossing: New Horizons game and post them on twitter.

Shiseido will then select a number of videos to appear in the special movie, which will go live on 23 October on the brand’s official Twitter.

Custom design items such as dresses, beauty consultant uniforms and makeup designs that reflect the brand’s products will be available for users to create their videos with.

The project has launched as part of Shiseido’s ‘With One Another. Without Limits. Our Future Is’ campaign, which seeks to connect consumers across the world during the Coronavirus pandemic.

Shiseido said is a statement: “This project will seek to connect people and help them overcome barriers by bringing fans around the world together for an in-game video recording project.”

“We seek to express the true beauty that lies beyond the ‘limits and expectations’ that hinders the diversity of beauty present in all genders, ages, nationalities and more with the free world of Animal Crossing.”

With a number of consumers working remotely and spending more time at home, due to the COVID-19 pandemic, a number of beauty and fashion retailers have ventured into the gaming industry, to expand their reach to new audiences and stay connected with customers.

Last month, Estée Lauder tapped into the gaming market to promote its Advanced Night Repair Synchronized Multi-Recovery Complex, through launching several web-based video games on its ANRcade microsite.