SUMMARY
As Herborist released the viral video, the New freezed essence mask came to the market. The video shed the lights on the unique features of the mask, as appeared to be “dry” and how “revitalizing” the high concentration of essences are when water is added. Tying up these extraordinary uniqueness with societal ethos nowadays, Herborist has subverted the conventional image of domestic brands.
“Well done”, the slogan not only voiced the millennial’s attitude, as being unbound, independent and dauntless; but also pointed out the well-played feature of dryness. The bold move fulfilled an efficient communication with target consumers. Meanwhile, Herborist launched topic “The best revenge is to get prettier” through various channels; which largely expanded social buzz, encouraged consumers to engage. In order to improve the product-sample experience and expand the customer base, Herborist switched the spotlights to EC sites and offline stores while the topic kept soaring online.
