In Japan, university students applying for jobs are governed by strict unspoken rules that forbid showing even a trace of individuality. They are expected to attend interviews wearing the same plain outfits and with their hair and makeup styled in the same neutral manner. By creating a provocative recruitment campaign that encouraged applicants to attend interviews looking like themselves, cosmetics maker Isehan attempted to both enhance its image as a brand that champions individuality and also push for social change.

Quantity