Like many long-established cosmetic labels, Ipsa has an aging problem. Customers are growing older and the young generation isn't buying into the brand.
After years of silence, Ipsa has roped in local fashion model and actress Janice Man as its brand ambassador for a year-long brand revitalisation project, which starts with a campaign to promote the idea that true beauty comes from within.
This beautifully executed video is Ipsa's latest branding and promotional effort to breath new life into the brand, going beyond the surface value of foundation into a deeper meaning - to "get our shine back".
"Janice Man is the perfect fit for our brand," Queenie Fong, marketing manager of Ipsa, told Marketing.
"As a young entrepreneur, she had a strong image which resonated with the public. That syncs with our brand identity to promote independent women."
In face of an increasingly cluttered cosmetic market, digital marketing has shifted from being an alternative to a must for long-established cosmetics brands like Shu Uemura, Shiseido and Revlon. For Ipsa, most of its marketing budget has gone to digital with only limited print executions.
"When we talk about cosmetic marketing these days, it's all about driving digital-savvy consumers to stores for makeup trails. Janice Man will be the face of more of our below-the-line events and social media-driven activities looking ahead this year," she added.
The video is the first wave of activity for the brand and will run until the end of April.
Agency: Secret Tour Hong Kong
Creative director: Jennifer Yip, Stephen Chung
Senior art director: Susan Chan
Associate art director: Hazel Wong
Copywriter: Dorothy Wong
Director: YAMANYAMO Co. Ltd.