KOSÉ MY taps Alvin Chong and Jasmine Suraya for mini-series, embraces 'less is more'

KOSÉ Malaysia has rolled out its “Girl Next Door” two-part mini web series to celebrate the launch of its SEKKISEI Clear Wellness range, in conjunction with the latter’s 35th anniversary. Starring renowned local personalities Alvin Chong and Jasmine Suraya Chin, the web series was conceptualised and produced by Kingdom Digital in collaboration with production company Imagineers Film.

The film features a heart-warming love story between two neighbours, Josefine and Alvin. The story starts off with the flamboyant female lead going to great lengths to catch her love interest’s eye, but her efforts were futile - until she embraces the ‘less is more’ concept. However, in the end, Josefine realises that Alvin is the one who has truly been there for her right from the start. The second episode is released today on the brand’s social media channels.

To drive awareness and evoke consumers’ interest, the campaign will be supported by social postings along with a custom KOSÉ Instagram filter. The filter is currently live, and users can try it by clicking on the “Filter” tab on KOSÉ’s Instagram. Aside from the stars of the web series, a few select influencers will also be promoting this new filter. The campaign will run until 31 December.

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Kingdom Digital’s head of strategy, Edmund Lou, said the campaign’s objective was to educate consumers on SEKKISEI Clear Wellness’ star ingredient, ITOWA, and demonstrate how simple, natural ingredients can be formulated to help them achieve healthy, clear, and smooth skin.

The team decided on the “less is more” concept as KOSÉ’s latest revamped range embodies minimalism and simplicity. With that, Lou said Kingdom Digital wanted to position KOSÉ SEKKISEI Clear Wellnes as a brand that upholds the Japanese art of minimalism in both aesthetics and functionality.

“Working closely with the client, we selected Chong and Chin as the stars of the ‘Girl Next Door’ mini web series as these personalities’ fanbase and followers match KOSÉ’s target audience profiles – especially in terms of the Malay and younger demographics. We believe Malaysians will resonate well with this mini web series, as well as the campaign as a whole,” Lou added.

Meanwhile, Lim Tan Ting, Kingdom Digital's digital account director told A+M that the campaign's main objective is to create awareness via digital platforms about the new SEKKISEI Clear Wellness range. It also aims to educate KOSÉ’s audience on sustainable skincare as this new range is made from natural ingredients and comes in eco-friendly packaging.

The brand's marketing manager, Annie Tay, shared that the rebranding was spurred by the fact that consumers are now more conscious of products’ ingredients. This has resulted in an increase in the demand for skincare with natural ingredients to achieve healthy skin.

“It was essential that we partner with an agency that understood what our brand stands for and the importance of brand-building. We are delighted to partner with Kingdom Digital who was able to seamlessly transform our objective into an entertaining and relatable web series, while maintaining the essence of SEKKISEI Clear Wellness as the focal point," Tay said. According to her, with the agency’s strategic approach, the brand will be able to engage more authentically with its audience through down-to-earth messaging and continue accelerating its online visibility.

Founder and filmmaker at Imagineers Film, Reuben Kang, said the aim was to convey the "less is more" concept in a way that was relatable and engaging to KOSÉ’s target audience.

“These days we are seeing a shift towards messages of simplifying and removing unnecessary excess in our everyday lives. However, in the beauty world, this minimalistic lifestyle hasn’t exactly caught on – many young women still hold the misconception that heavy makeup is the must-have look. Through the ‘Girl Next Door’ mini web series, we hope to translate this ideal of simplicity and champion that less is, truly, more,” explained Kang.