Campaign details
Brand: ChandoAdvertiser: JALA CorporationAgencies: Ogilvy ShanghaiMarket: ChinaSector: Toiletries & Cosmetics
Executive summary
Beauty in China is a fiercely contested segment where brands use everything – from KOLs, celebrities, to fashion collaborations, to court youth customers. Chando an established skincare brand was looking at breaking into this segment.
As a late-comer wanting to change the game, Chando appealed to youths by building a strong emotional connect with them at the start of their beauty journey – their first make-up experience, in high school.
Instead of models in stark studios, Chando...