Project Overview
Being an Asian woman can be especially difficult where they need to juggle being a career woman, daughter and mother, whilst looking effortlessly attractive. The pressure to show porcelain ‘natural’ skin drives women to leave the house with heavy make-up on.
To ease this pressure, we turned the insecurity of going without make-up into a movement by celebrating that Bare Skin is the Best Skin. Candid celebrity and personality, Tang Wei, bared her face, sans make-up and was showcased on TV, magazines and online to show women that she was comfortable in her facial skin. We then asked women to join in the movement and show off their bare face for a day. At the launch event which Tang Wei officiated, we invited women to come and be photographed without their make-up and share themselves with the world.
As a result, new users in Singapore and Malaysia increased 57% and 82%, respectively, versus a year ago and sales increase substantially in the face of dramatic competition.Client
