In the wake of BOBBI BROWN PINK GLOW's incredible buzz on RED, how could this hero product break through in 2019 and lead the highlighting powder family to dominate this market category?

We dipped into the pain points of young cosmetic consumers towards dimensional, glowing and luminous finishes, and developed the concept #一抹细水光 通透高级妆# for BOBBI BROWN‘PINK GLOW’. With this new idea, Rosy Zhao, Cecilia Song, and Momoko JiKe, three Highlighting Ambassadors, were given the opportunity to present pure, vigorous, and dimensional glowing makeup, which presented radiant beauty from entry-level to progressive standards.

We ran #Bobbi Brown高光学院# topic hashtag on social platforms to get consumers to share their feelings and thoughts about 'PINK GLOW'. In the meanwhile, we made a 'how to’ video to arouse consumers’ interest in getting the same highlighting powder of the three Highlighting Ambassadors. As a result, this topic obtained 44,799,000 impressions and 52,000 engagement in total.

We had developed three highlighting formulas in cooperation with Tmall Super Brand Day and shot 24 photos of 3 set facial products, which included highlighting powder, in order to support the brand's cooperation with Tmall Super Brand Day and to help the brand top the highlighter category and lead women in the world to have glowing, fresh and healthy skin.