The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.