Image from Bobbi Brown Facebook

In China, the makeup category had become extremely competitive due to the rise of the Post 90s generation. There was an urgent need for Bobbi Brown to re-position the brand and find an exciting and ownable space to attract young consumers.

Given the high profile of the project, we had the Global Brand President of Bobbi Brown Sandra Main on the project together with global, regional, and local marketing and creative teams. A full assessment of the competitive landscape of makeup brands was conducted before we marched into a week long workshop with KOLs and consumers. We only picked KOLs who had at least 1 million fans with at least half Post 90s to make sure their voice represented the majority of our target demographic. Collaboating with copywriters in China and US, we worked 24 hrs x 5 to create, refine and re-create the client's positioning statement in real time based on KOL's input and team's feedback. After which, a bulletin board was run with potential targets across different tier cities to gauge the love of the new positioning.

We successfully landed at a powerful positioning endorsed by Bobbi Brown and loved by consumers. Furthermore, we helped the creative team explore directions of visuals and stortytelling that resonate with Chinese young consumers. What can you see from the image on the left?