KOSÉ:
Less Is More

CHALLENGE

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.

STRATEGY

Although Japanese minimalism has been trending, it had yet to make its mark in the beauty world. This was a good opportunity for KOSÉ to champion 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.

Execution

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, this web series spotlighted the average girl-next-door as she is the perfect personification of simplicity and minimalism.

We also developed a custom Instagram AR filter with ITOWA as the focal point to amplify the ingredient’s awareness among Malaysians. For further visibility, the campaign was supported by digital ads, social content, and influencer marketing directing users to the short film, IG filter, as well as KOSÉ’s e-commerce platforms.