The Campaign

** The key "PR" elements of the camapaign is that we not only focus on the sales of our products, but more focus on how our brands can help the society and people that used to not included in the targeted beauty consumer lists, the blind.

The Brief

To give the blinds the right to feel beautiful.

Results

After the event, we received a message from one of the participants. She said, "Although I've lost my sight, I've never felt so beautiful. Thank you for reminding me of all those beautiful colors again." Her message was the most rewarding part among the other great successions that this campaign achieved. The launching event soon became viral, spreading throughout SNS and receiving media coverage. The launching event soon became viral, spreading throughout SNS and receiving media coverage. After that, the awareness of Cathy Cat cosmetics increased by 61 percents, and people's positive interests also got increased by 20 percents until now.

Execution

The Scent of Color, the beauty cosmetics for everyone. For the launching event of our new makeup line, we invited a group of women who have been forgotten by the world of cosmetics, the blind. We scented our new products with fragrances matching each color, such as Red- Strawberry scent, Pink - Rose scent, Brown - Coffee scent, Yellow - Banana scent, and etc.... So that even visually impaired persons could identify colors with their sense of smell. They chose their own color by scent and felt beautiful for the first time in a long time.

The Situation

Korea is one of the leading countries in cosmetics, and this industry defines beauty as being only skin deep. But to us, Cathy Cat goes much deeper than that. At Cathy Cat, we believe that every woman has the right to feel beautiful... even if you've lost your sight.

The Strategy

Cathy Cat is also a beauty cosmetics brand, but our brand awareness was low, and consumers perceived us more as a cheap cosmetics brand. We had to communicate our brand philosoophy properly, and effectively.