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KOSE - Sekkisei
A Branding Project on rejuvenating the brand image of KOSE
Sekkisei by KOSE
Brief Background: Sekkisei is a skincare brand from Kose with a long history of 25 years in Singapore. Their products contain formulas designed to moisturize and brighten skin through a combination of scientific research and the use of over 100 Japanese and Chinese herbal extracts. This is Sekkisei’s unique selling point as herbal ingredients are rarely used in cosmetic products.
Having a long existence in Singapore, both Sekkisei and Kose are in the mature stage of the product life cycle. This gives most Singaporeans the perception of being a “mum’s brand”. The first character in Sekkisei means “snow” - that relates to the concept of purity, beauty, brightness and translucency that snow represents. Having a snow-like skin texture is an ideal that has traditionally been coveted by Japanese women but is also a pretty universal concern as their skin ages.
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Main Goals: My team and I was tasked to create a marketing campaign for Sekkisei’s new brand range and product lines, to change the brand’s perception in Singapore, increase market share and launch their new product range in an engaging way to target the right audiences.
Big Idea Summary
Our big idea for this campaign will be called “Glow on with Sekkisei”. In a survey by Singapore-based beauty magazine Daily Vanity in which 80% were under 34, almost all the respondents – 97% - said they would try new beauty products. Hence, we concluded that we would target the 20-35 year old range for our campaign. Most of our audience are starting out with a new job, and will be stressed since they’re starting out in the workforce and have to pay university loans, paying rent for a new apartment and other bills that have to be shouldered. With social media, they will face social issues such as low self esteem or effects on their body image. We aim to use this campaign to bring out confidence, embrace their youth and make them still feel young, and to live freely and glow on with Sekkisei. With this campaign, we also hope to portray Sekkisei as a brand for the younger audience that represents the beauty that comes along with youth and liveliness.
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Our proposed Big Idea for Sekkisei
Advertising Recommendations
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Event Recommendations
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