JALA Corporation

Hsiuru Yang - Chief creative officer

Soho Square Shanghai *Lead Agency

Yong Yuan - President Wing Yan - Business Director Cynthia Zhu - Senior Vice President of Brand Strategy Fiona Chen - Group Creative Director Karis Chang - Creative Group Head Xiulu Chua - Associate Creative Director Zoe Young - Senior Copywriter Cony Sun - Senior Copywriter Celine Wu - Senior Strategist

Beauty in China is a fiercely contested segment where brands use everything – from KOLs, celebrities, to fashion collaborations, to court young customers. Chando, an established skincare brand, was looking at breaking into this segment and changing the game. Chando appealed to youths by building a strong emotional connection with them at the start of their beauty journey – their first make-up experience. Instead of models in stark studios, Chando’s campaign focused on the high-stake emotional moment of the graduation photograph for students, and helped grow MOM sales by 52%.