KOSÉ SEKKISEI and Hakuhodo Singapore launch Cinderella campaign to celebrate 30 years

KOSÉ Singapore has tied up with Disney Pictures’ signature property, Cinderella, to celebrate the SEKKISEI range’s 30th anniversary.

The KOSÉ SEKKISEI range enhances skin translucency and has been trusted and adored by legions of fans since 1985. It improves skin texture and reduces pigmentation and freckles. It also refines pores by penetrating deeply into skin to reduce dullness and creating an even glow. Furthermore, it enhances  skin’s metabolism to prevent dullness and brightens skin tone instantly.

“With this partnership, we are seeking to leverage on the SEKKISEI range’s 30th anniversary, as well as KOSÉ’s tie-up with Disney’s Cinderella, to promote the SEKKISEI range and reach out to a new target audience – upwardly mobile young Singaporean women. The key thrust of our messaging is that KOSÉ SEKKISEI makes Wishes Come True for all modern-day Cinderellas,” Dana Goh, Marketing Manager of KOSÉ Singapore, shared.

Tanner Nagib, Regional Client Service Director of Hakuhodo Singapore, “We have assembled our best talent to design and curate this promotional effort. The KOSÉ Singapore Marketing team has been incredibly collaborative. We have planned an integrated campaign including print and cinema advertising, MRT platform stickers at Dhoby Ghaut, Tampines and Woodlands to capture the transit audience. Street activation in April will further support our digital efforts.”

The campaign launched on 2 March and will continue for the subsequent four weeks. Users are encouraged to go to @kosesg on Instagram, where they can answer a simple question or regram an image for a chance to win up to $10,000* worth of prizes, including a trip for two to Japan, Limited Edition SEKKISEI Cinderella products, and movie tickets to catch Cinderella in theatres. Consumers are also driven to visit the www.sekkisei30th.com/sg where they will see more SEKKISEI 30th anniversary promotional treats, beauty tips and exclusive video clips for the rest of the year.  

To drive mass awareness, out-of-home media have been deployed in key areas around the island to complement print and digital efforts.