Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.  

2019 SILVER

GUERLAIN “Story of Style and Color”

2018 summer saw GUERLAIN introducing its inventive Rouge G de GUERLAIN lipsticks, which came in limited edition choices of 15 exceptional cases and 30 shades. With eye-catching “style” and heart-touching “color”, GUERLAIN grabbed the momentum created by the Story of Yanxi Palace the insanely popular palace IP and launched “Story of Style and Color”, setting off yet another wave in the fashion and cosmetic world. GUERLAIN launched the “Empress Color Shade”, and unveiled the creative lip makeup looks of “Twelve Yanxi Beauties”, combining the “modern style” with the “ancient costume persona”.Eventually, The lipstick became Sephora’s top one bestseller in the category of high-end lipstic. The marketing strategy also heated up this topic and sales oversea.

Brand: GUERLAIN
Client: GUERLAIN
Agency: Max Communication
Language: Mandarin

2019 SILVER

Viral video "SO DIFFERENT SKINS"

Сompetition in the budget segment had become much tougher which could adversely affect the brand Maybelline that played in the “above average” price segment. Therefore, it was necessary in the shortest possible time to build a strong in sub-brand the budget-friendly segment. For this purpose, Maybelline chose the most affordable sub-brand in its portfolio, Fit Me, that was nevertheless 30% more expensive than the competitors. In its distinctive stirring musical manner Maybelline addressed the 'Generation Selfie ' with an idea of individual nature of beauty and skin tones, which instantly resonated with audience and helped strengthen the leadership of Maybelline.

Brand: Maybelline New York
Client: L'Oreal CJSC
Agency: McCann Moscow
Language: English, Russian

2019 BRONZE

Timberland, Uncompleted

Challenge: Timberland suffered low brand awareness in China. Its iconic item Yellow Boots are often confused with knock-offs from competitors.

Opportunity: Many people in China call Timberland “ti-bu-lan” which means “unbreakable” in Mandarin, it symbolizes the durability of Yellow Boots. We aim to capitalize on existing local interpretation of the brand – “ti-bu-lan” to establish emotional brand connection with Chinese consumers.

Insight: Timberland boots look nicer as they grew weathered, similar to human life, in which experience makes a person confident with themselves.

Concept: “Every Crease, Another Chapter in the Story.” Each one of us is crafting our own style of “ti-bu-lan” story with life experience.

Execution: The story drew analogy between life and yellow boots, move people with universal emotions.

Results: The film also helped Timberland hit a record high sale on Tmall 11/11.

Brand: Timberland
Client: VF Corporation
Agency: SG
Language: Mandarin

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence