New Kusabana Haircare Products Celebrate the Princess in Every Woman
Kusabana, the new haircare brand offering a unique range of premium products that are made in Japan with mineral-rich Ushio hot spring water*, Japanese camellia oil and 6 botanical essences, will soon be launched. With a formula that is free from harmful ingredients such as silicone and parabens, Kusabana is set to pamper women’s refined sensibilities.
The launch campaign is inspired by a powerful insight that speaks to everyone’s desire to complement reality with a small dose of imagination: we all need a little fantasy in real life.
Tapping into the psychology of what has become known as The Princess Dilemma, the creative idea plays on the cultural tension between every girl’s longing to be cherished and the restrictions imposed on it by popular stereotypes. With the arrival of Kusabana, the day has finally come for the much-misunderstood princess, who has been hiding in every woman’s heart, to re-emerge, more resplendent than ever.
A social video has been produced to unveil the new shampoo. Entitled A Princess’s Aesthetics and starring actress Hanna Chan, who has been selected for her distinctive Japanese image, the video reminds every girl of the allure of her femininity by casting her inner princess in a new light.
The social video will be augmented by a series of KOL endorsements and digital ads to create a buzz among the target consumers in the space where they are most active and engaged – social media and the online world.
Offline, an OOH campaign spanning all major MTR stations will generate mass awareness.
Inside the stores, dominant product displays will create a high-impact visual reminder of the new haircare brand with its wide range of shampoos, conditioners, hair oils and hair masks. Equally compelling will be Kusabana’s empathy with women looking for a little well-deserved escape through a luxuriant, delightful hair wash experience.
The overall campaign message to female consumers is simple and universally resonant: treat yourself with care and respect, and others will do the same.
The full range of Kusabana products is now exclusively available at Mannings.
*Except Moist & Repair Hair Oil QR/2019/HK0113r1
Agency: DDB Group Hong Kong
Almon Lam, Executive Creative Director
Noc Choi, Growth Director
Creative Team: Tommy Chung, Quinn Chan, Kuchi Ku
Account Management Team: Gloria Fung, Regen Lee Broadcast Team: Denise Wong
B Ng, Head of Studio
Visualizers & Computer Artists: Cheng King Kong, Nelson Fung