BEAUTY FROM WITHIN
Japanese beauty and skincare brand FANCL (株式会社ファンケル) was quickly losing market share in Singapore. It had been repurposing its regional marketing materials and was not efficient in optimising its brand efforts with disparate brand activities.
How would we be able to elevate it as a premium brand again and create greater brand love amongst its Singaporean consumers?
BY CREATING RELEVANT LOCAL CONTENT THAT WOULD RESONATE WITH THE MARKET.
THE FANCL BRAND WAS LOSING MARKET SHARE IN SINGAPORE AND NEEDED TO CONNECT WITH LOCAL CONSUMERS. HOW WOULD THE BRAND APPEAL TO THEM AGAIN?
WE OVERHAULED THE BRAND, UNIFIED ITS VISUAL LANGUAGE, AND UPDATED THE WAY THE BRAND SPOKE.
LOOKING LOCAL with A SINGAPOREAN CELEBRITY
FANCL products work with natural ingredients that activates the skin’s powers from within. And since this campaign was to emphasise a “within Singapore” perspective, we married the brand ethos and localisation meaning to come up with “Beauty From Within”.
To localise the campaigns, we enlisted rising Singaporean chanteuse Olivia Ong for her increasing popularity in both the Singapore and Japan market.
To ensure maximum exposure and reach, we re-launched the brand through 3 product campaigns (whitening, anti-aging, moisturising) from multiple touchpoints including TV spots, press ads in the national broadsheet and top fashion/women’s interest magazines, point-of-sale materials, and more.
READING LOCAL with SINGAPOREAN CONTENT
Apart from the usual media, we also created MUTENKA, an in-house magazine, for which I served as writer and editor. This was particularly pivotal as we created local content featuring Singaporean beauty experts, influencers, and consumers.
selling LOCAL IN A SINGAPOREAN context
Along with a complete revamp of all stores in Singapore, we also created POS materials and OOH advertising along key shopping belts.
This was also integral as we harnessed our knowledge in knowing where to sell and how to sell to local consumers.
THE RESULTS
Since the launch of the first campaign, awareness and demand increased substantially with sales prompting the opening of two new stores within the next six months.