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Yeung adds some fun to Kiehl’s

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Building on its media campaign, “New Generation of Hydrating Revolution” (新世代保濕革命), Kiehl’s has tapped local comedienne Harriet Yeung (蝦頭) for a lighthearted product-oriented online video, putting cultural relevance at the centre.http://www.youtube.com/watch?v=p8npUkECU20By humorously converting iconic historical figures and dated medical myths from 1970s Hong Kong, the parody aims to create a stark contrast between general moisturisers on the market and its latest product line which is touted as a “revolutionary breakthrough in tradition”.Co-created by Kiehl’s in-house creative team and Guru Online, the video will also land in retail stores in the near future.Mandy Hon, digital manager of Kiehl’s, told Marketing the localised approach was employed to differentiate itself and its rivals from the skincare market.“There is a gap between many global skincare brands and local culture, and it is largely due to limitations brought from headquarters.“As an American label we flag ourselves as a more funny and exciting brand that is always open to greater freedom for innovations. We don’t want to be a boring brand. Adopting a humorous approach is really to strengthen connection with local audiences and to reach out to local consumers.”[gallery link="file" ids="36534,36533,36536"]

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