KOSÉ + Hakuhodo Singapore launch new sleeping mask in wake up beautiful campaign

KOSÉ Singapore redefines overnight beauty regimes with the latest digital campaign ‘Wake Up Beautiful’, introducing consumers to its new product from the SEKKISEI range, Herbal Gel – a multi-beneficial sleeping mask set to restore skin’s translucency overnight.

With the rise of stress-relief activities for adults, including the ‘adult colouring book’ craze, a microsite was launched allowing users to upload and colour in their own customised portraits.

In line with last year’s SEKKISEI Cinderella campaign, the launch is especially tailored to young women of the mobile generation. Fans of the current range are encouraged to log-in and upload an image of themselves, furnished with a decorative frame, where they are given the option to colour in or submit it in black-and-white, for a chance to win.

Users are also driven in-store to pick up their pre-registered samples and directed to visit the main KOSÉ page for more details on the benefits and uses of this specially formulated all-in-one sleeping mask and gel, as well as product reviews and beauty tips and tricks.

Daphne Boey, Manager – Digital & Social of Hakuhodo Communications Asia, “It’s more than just about providing digital experiences that users enjoy, or a catchy tagline paired with a beautiful visual. In this case, we weren’t trying to change the world, just merely to engage with those in it – but also in a way that helps to organically drive the brand’s agenda across.”

Dana Goh, Marketing Manager KOSE Singapore, Waking up beautiful with our all new SEKKISEI Herbal Gel is easy, and is what we would like to convey with our new campaign. Taking inspiration from Art Nouveau-styled panels that often depict women beautifully, as well as the current adult coloring trend, we’ve created a fun, user-engaged photo-booth that stars each user in their own ‘Wake Up Beautiful’ portrait.