Girls Kingdom Channel
​Background
HerShe Wellness & Beauty is a new Hong Kong beauty brand that integrates the sales of skincare products with beauty treatments. The brand aims to create a young and refined image, differentiating itself from the generic beauty workshops found in the market and targeting the 28-35-year-old young people in Hong Kong with high consumption potential as its customer base.
​Insight
Affected by negative news about forced consumption in the beauty industry in Hong Kong in the past, the image of the beauty industry in Hong Kong is generally poor among the general public today. In addition to adhering to the business philosophy of honest operation and transparent consumption, relying on customer word-of-mouth interpersonal communication to obtain customer flow, Instagram, Facebook and other overseas popular social media are also quality channels for building brand image and increasing exposure.
We found that the promotion content of beauty industry on social media is usually price-driven flat or dynamic ads. However, young women in Hong Kong are more willing to learn about the reputation and professionalism of the brand when choosing beauty services. To develop the young market, we need to keep up with the times and use the Channel (series of channels) approach in the latest brand marketing strategy, introducing skincare products and various beauty treatments to audiences in a more relaxed and interesting way.
​Audrey Laure —— Skin Renewal Essence
​Audrey Laure —— Rejuvenating Essence
​Concpet
The channel script selected two beauty therapist personas to be portrayed, catering to the preferences of young people, and used the popular Memoji effects currently in vogue in Hong Kong to showcase them. This also effectively protected the privacy of the actors.
The script mainly consists of "leading in," "raising questions," and "answering questions" sections. For example, in a segment promoting a sunscreen, it starts with the topic of getting sunburned while learning to drive, then raises the question of indoor ultraviolet rays, and finally answers with "physical sunscreen" to introduce "100% physical sunscreen," while also emphasizing the benefits of "freshness," "non-greasy," and "makeup base."
​More Works
3D Aqua Booster Mask
2in1 Luminous Whitening Mask
Intensive Peptide Repair Mask
​Thai Massage
​Skincare Treatment
​Handcream