Saatchi & Saatchi Shanghai PG One team infuses luxury look into Rejoice hair oil campaign

The Saatchi & Saatchi, Shanghai PG One team continues to boost the Rejoice hair care brand image with its most recent campaign for a premium dual phase hair oil. The campaign first launched at the end of November featuring Chinese pop-star, and new brand ambassador, Karry Wang, with videos and visuals shared on the brand’s and the celebrity’s social platforms, including an exclusive pre-sale on Tmall. The second phase of the campaign just released on December 22nd with TVC, social video and visuals featuring Rejoice brand ambassador Dilriba Dilmurat.

VIEW DILRIBA’S VIDEO

VIEW KARRY’S VIDEO

VIEW PRODUCT VIDEO

“When we were working on the idea, we were inspired by the concept of contradictions: a consumer would ordinarily complain of oily roots and dry hair ends, but our product would give her her desired contradiction – hair roots that felt refreshed, with tips that were nourished,” said Ida Li, Planning Head for Saatchi & Saatchi, Shanghai PG One. Hence, the creative team came up with a campaign message centred around the idea of finding magic in unexpected combinations, as one of the communication challenges was to overcome consumer misconception that using hair oil would make one’s hair greasy. The creative team crafted a messaging strategy that conveyed how the dual-phased product consisting of water and oil nourished like oil, yet felt light as water. Under this idea of ‘Unexpectedly Together’, social videos featured celebrities embodying an unexpected mix of paradoxical qualities, just like Rejoice’s new dual-phase oil that has a magical mix of water and oil.

Volkan Gulhan, Brand Director of Rejoice expressed, “We are excited to add a premium hair oil to our haircare line with the launch of this campaign. The beautifully crafted images and tone of the videos allow our consumers to indulge in a luxury product, without paying a premium price for it.  We have a long-term relationship with the PG One team, and are thrilled to put this latest work in the market.”

Louise Wing, General Manager of PG One Saatchi & Saatchi Shanghai said, “In this campaign we wanted to show the premium value of the product, but also address any misconceptions that hair oil may make your hair greasy.  The result is beautifully crafted, setting a new beauty standard for mainstream haircare brands, of which we are extremely

Credits –

Asst. Brand Manager: Johnson Zhu

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