SUMMARY
For the highly competitive make-up category, Women’s Day is a crowded yet “must win” battlefield. A late-comer of cosmetics, Chando needed to be creative to break through.
During Women’s Day, product advertising dominated: popular approaches include promoting functionalities and demonstrating effects by influencers. This Woman’s Day, Chando changed the game by creating content that directly appealing consumers’ emotional needs with its brand belief. From the “You are beautiful just the way you are” brand essence, Chando’s campaign empowered women to speak up their own minds despite the social judgments passed onto them. By cleverly leveraging the “Ready to speak up after putting on lipstick” social nuance, Chando’s campaign successfully focused the public attention on what women have to say.
During the campaign period, the sales of Chando lipsticks on Tmall achieved a significant growth, from which the halo effect also elevated the make-up sales of Chando.
