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KOSÉ faced the challenge of promoting its SEKKISEI Clear Wellness skincare range to millennials, focusing on ITOWA and minimalism. The strategy showcased the product's features while building a strong relationship with the audience, embracing a 'less is more' philosophy that blends Japanese aesthetics with functionality. Execution involved a web series, an Instagram AR filter, and targeted digital marketing to boost brand awareness and engagement.
With the launch of its new sustainable skincare range, SEKKISEI Clear Wellness, KOSÉ aimed to raise awareness and consideration among millennials while establishing a meaningful connection with them. The brand was also keen on highlighting its unique ingredient, ITOWA, while championing a back-to-basic skincare approach, combining product excellence with the cultivation of strong consumer relationships.
Despite its popularity, Japanese minimalism has yet to make its mark in the beauty industry. This was a good opportunity for KOSÉ to advocate the notion that less is, indeed, more by capitalising on its brand positioning as one that upholds the Japanese ideals of minimalism, in both aesthetics and functionality.
To establish a synonym between the SEKKISEI Clear Wellness range and minimalistic living, we kicked off the digital campaign with #GirlNextDoor – a two-part web series to portray the ‘Less Is More’ concept. Starring popular personalities Alvin Chong and Jasmine Suraya Chin, the series celebrated simplicity and minimalism, showcasing the average girl-next-door as an emblem of these values.
The campaign was further enhanced with a custom Instagram AR filter centred on ITOWA, alongside digital ads, social content, and influencer marketing. These strategies were designed to drive users to the web series, AR filter, and KOSÉ 's online platforms, fostering deeper engagement and connection with the audience.
With the launch of its new sustainable skincare range, the SEKKISEI Clear Wellness, KOSÉ was looking to drive awareness and consideration among the millennial audience segment. The brand was also keen on highlighting its unique ingredient, ITOWA, while championing a back-to-basic skincare approach.
Total views on the #GirlNextDoor web series
Impressions on the custom IG filter
Total cumulative engagement
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