Background

The ASIENCE brand was first launched in Japan by the Kao Corporation in 2003. It later made its way to Hong Kong, Taiwan, Singapore, Thailand and finally Malaysia in April 2009. This premium hair-care brand was first launched based on the concept of “Asian Beauty” – beauty that is unique to Asian women only, thus enabling Asian women to experience healthy, smooth, and supple hair from within.

The Job

For the upcoming launch campaign, the strategy was to launch two press ads - the second scheduled for launch three weeks after the first.

This was done so to deliver several key messages.

The first ad was to introduced the brand and to highlight its origin - Japan. Locals already perceive products from Japan to be innovative, exclusive and of higher quality. We wanted to use this to our advantage. It also had to separate itself from the competition. Current competitors were major brands from western countries which served the western type hair. Ascience however, wanted to highlight the differences between asian and caucasian hair types and how it was better for our target audience. This was a major USP.

1st headline: "Indulge in Japan's exclusive secret tailored for the luscious Asian hair"

The second ad had to go in deeper. It had to get consumers asking why.

I needed to explain each ingredient (pearl, ginseng, etc) and their benefits (and how it would have a positive affect on damaged hair). Along with the science and technology that went into making the product. I had to answer the question of how.

2nd headline: "Naturally nourish, replenish and restore the essence of beauty"

Since this product launched into the premium market with a higher than average price point, the overall tone of voice had to exude luxury and exclusivity, but for the masses. I chose semi-big verbs, working in a statement-like structure, hoping to bring out elegance and a formal tone - like many premium brands (esp Japanese).

Launch materials included product packaging, sample packs, in-store handouts and point-of-sale items.