To launch a new skincare brand and its brand.com in Singapore with maximum impact.
K-BRIGHT SKINCARE LAUNCH- BEAUTY WORTH WORKING FOR 10 PERSONALITIES & 100 INFLUENCERS.
With a saturation of skincare brands in the market, we were challenged to think out of the box with a social campaign launch to stand out from other brands. Playing on the concept of “Beauty Worth Working For”, 10 Personalities and Key Opinion Leaders starred in a photoshoot that was used to launch the campaign’s key visuals. During the photoshoot, they were asked to “un-ice” the product frozen in an ice block – representative of working hard for the beauty they desire while also encompassing the messaging of the hero product: a pure Vitamin C pill with nutrients sealed in and to be dissolved with a serum before application. Behind the scenes shots and a video were also produced for social media content.
For sustainability, a 100-strong Influencer “un-icing” unboxing session was held at an ice warehouse for a mass unboxing of the product that mirrored the key visuals. With that, the launch of brand.com took place.