How do we launch innisfree’s cushion set, ‘My Cushion’ in the beauty market that is already saturated with cushion compacts?
On social media: Teasers and contests were posted on social media to create more awareness.
The music video: The campaign was then launched with a specially produced song, starred by 5 social influencers, that led people to the website.
On the website: 100 case designs. 4 types of applicators. 2 types of bases in different shades.
Customisable to more than 1001 possibilities to cater to every unique style.
- 6,500 cushion sets were customised and sold
- 30% increase in sales of cushion
Executive Creative Director: Liew Sanyen
Creative Group Head: Chinwei Wong
Copywriter: Too Wei Lian
Senior Art Director: Joe Chan
Designer: Estelle Lai
Designer: Stephanie Wong
Designer: Yong Goon Li
Technical Lead: Jonathan Ong
Programmer: Chan Zhou Hua
Project Director: Elwin Tan
Account Executive: Sarah Lim
Brand General Manager: Johnny Nam
Assistant Marketing & PR Manager: Peggy Low
Senior PR Executive: Yap Joo Yee
Production House: D Moving Pictures