KAO Group and Human Communication elevate UV protection to a skincare experience

KAO Group and Human Communication, a new advertising boutique, have collaborated to launch a simple yet attractive UV campaign for BIORE. The campaign showcases the UV lineup for all skin types that go beyond UV protection.

“Biore UV aims to offer Hong Kong consumers more than just UV protection; it also delivers skin care benefits. The Tone-Up campaign showcases various Biore products that provide skin tone benefits in addition to UV protection, helping consumers achieve a brighter and more even complexion,” Virginia Tai, vice president of KAO HK.

“This campaign educates consumers on selecting tone-up UV products tailored to their skin tone needs, demonstrating that UV products now go beyond just UVA and UVB protection,” she added.

“The campaign features the Tone Up Series, demonstrated in a lively manner by three talented actors—OceanOn, TingYan, and SheungYi,” said Alan Lamb, founder of Human Communication said.

“From the initial briefing till the launch of the campaign, we have worked closely and communicated effectively with the Kao Team. Our responsibility is to integrate the products and brand into consumers’ lifestyles beautifully, ensuring that everyone easily understands the product features. In this AI-Era and competitive market, storytelling remains one of our most valuable assets,” added Lamb.

“There are many different types of UV products available on the market, ranging from those for daily use to those designed for outdoor activities, and even products with special functions like moisturising. One of the main goals of the campaign is to help consumers determine which UV product is most suitable for their needs. To achieve this, we feature three girls with distinct personalities and skin tone requirements, guiding consumers to understand which product is best for them,” Tai explained.

“We expect the agency to convey a skin care experience in addition to UV protection for Biore UV products. It’s important to highlight the differences among the three tone-up Biore UV variants. The agency exceeded our expectations by using a combination of integrated and product-specific videos to achieve all our objectives,” she added.

“I believe marketing is about creating value, and advertising, ideally is to find the perfect balance between art and science to solve both marketing and business problems, beyond merely informing” Lamb continued.

To bring the campaign to life and amplify its reach, it utilises various mediums seamlessly, including OOH such as MTR and bus shelters, social media, in-store displays, and point-of-sale marketing across retail channels.

“I feel blessed and thrilled to continue our partnership with KAO, led by Tai and her team, along with the invaluable support from our esteemed partner, Tickle Limited & Light Year Noise. Every party—from the client side, agency, production and all supporting role who are not mentioned—works together as a team, with a bond built on trust and respect. That’s what I treasure the most," Lamb added.

“Kao has always wanted to bring “kirei” beautiful lifestyle to consumers, this Biore UV Tone-up campaign is one further step towards this goal," Tai concluded.

This article is sponsored by Human Communication.