The Brief

THE BRIEF/OBJECTIVE Oriental Princess launched “Stories Limited Edition”, new fragrance with the packaging design in Russian doll shape aiming to young targets. In order to make the proposition of “Making beauty become women’s best friend” become reality, we create character for each doll and name them; Hana, Sasha and Liu.

Describe how the promotion developed from concept to implementation

CREATIVE SOLUTION TO THE BRIEF/OBJECTIVE Packaging: Each make-up set included a fragrance and make-up. However, they were going to be sold separately. So we created an Asian inspired Babushka doll that held all the suggested combinations of each set. The meaning was quite clear: Uncover the beauty within.

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

RESULT In 2 weeks, 180,000 friends were accepted on Facebook. On average, every 2 minutes, a Facebook friend would interact with the characters. Most astonishingly, 156,929 Oriental Princess “Asian Babushka” units were sold in 28 days.

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

CREATIVE EXECUTION Advertising: Three Asian Babushka characters were created (with individual personalities). To make them real, they each had their own Facebook page. Here, each of the girls; Hana, Sasha and Liu gave beauty and health related lifestyle tips. They also gossiped about celebrities and trends. The concept on TV was to show each character among friends who were vain and superficial, and resulted in our girls telling viewers that they needed different friends. New friends, who believed that beauty wasn't just about weight and accessories, were accepted on their Facebook page.