Laneige explores value of cosmetic with 100Most founder

Korean cosmetic brand Laneige has ditched the clichés of cosmetic advertising (fancy celebrities with flawless skin), in favor of a content-focused approach to support “Laneige BB Cushion Trio”.

Produced by The Bread Digital, the campaign has engaged a list of local celebs across multiple industries as content curators, including 100Most founder Roy Tsui (林日曦), actress Kate Yeung (楊淇), singer YukiLovey and author Roy Kwong (鄺俊宇) and Chan Fan (陳煩).

A teaser video presenting the curators launched a week ago, attracting more than 245,000 views in two days.

The campaign ambassadors  are asked to express their views on cosmetics from both female and male perspective under the theme “Cushion Always” (不能沒有妝備) in one quote each on Facebook.

Tsui’s feeds has more than 10,000 combined total of likes, shares and comments on Facebook.


Posted by 林日曦 on Thursday, January 14, 2016

Kate Yeung’s quote:

Laneige Kate Yeung

Roy Kwong’s quote:
Laneige Roy Kwong

YukiLovey’s quote:
Laneige Yuki Lovey

Chan Fan’s quote:
Laneige Can Fan

“This campaign adopted a quite different approach from the past which TVC featuring Korean celebrity with product shots is not used,” said Kenneth Wan, partner at The Bread Digital.

“We did’t sell product via direct product communication stating product attributes of benefits like most cosmetics brand are doing. Instead, we deploy a integrated content-driven approach to reflect the brand’s values in a more digestible and engaging way.”

More videos and content will be launching in soon future.

Client: Laneige Hong Kong
Creative: The Bread Digital
Media: The Bread Digital
Business director: Gordon Kwan
Creative director: Joseph Mok
Art direction: Chan She, Angel Wong
Copywriting: Cloudy Leung
Senior account manager: Andy Chan
Account executive: Natalia Ng
Video production: Farland Productions
Video director: Yin
Producer: Punk Punk
Photographer: The Buffacow

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