Shiseido has launched an interactive, kiss-sharing mobile campaign to promote its new lipstick collection to digital natives Gen Z – a group that now constitutes 40% of global consumers (Pew, 2015).
Created with Tokyo-based creative agency TeamLab, the Rouge Rouge Kiss Me campaign runs via a smartphone-only rougerougekissme-shiseido.com. Visitors will be invited to create a virtual kiss by smooching their phone screens. Users can invite friends to do the same and create “kiss monsters” that match up the virtual kiss to create a cute animation. The animations can be downloaded as a GIF or image and shared on social media via #Rougekissme. Nudging users towards purchase, the GIF is accompanied by a link to Shiseido's e-commerce site. The innovation aims to engage millennial consumers and was launched in time to celebrate International Kissing Day on 6 July 2016. Its launch also coincides with the introduction of a 16-shade lipstick collection by Shiseid
 

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A great activation to injecting a sense of humanisation into the digital experience by blurring the lines between reality and digital space, just like similar Burberry's 2013 Kisses initiative that used lip-detection tech to let users capture and send digital kisses.