Clé de Peau Beauté

Summary

JL DESIGN was appointed by Clé de Peau Beauté (CPB) China in 2017 as its Creative Agency for the year. We put together the first large-scale appreciation event for Clé de Peau Beauté in Beijing, where the brand video, as well as brand ambassador Wang Leehom’s endorsement video premiered. In the endorsement video, we portrayed Wang Leehom as an elegant "awakener", gently awakening the viewers to the concept of loving themselves and letting their inner glow shine. Additionally, in the two consecutive years of designing the Tmall Double 11 festival brand posters, the "key" symbolizing the brand’s essence had been used as the basis for creating a fantasy theme in combination with Tmall’s cat head logo. Through comprehensive creative planning, we integrated greater power and colour into the visuals, communication strategy, and product marketing of CPB.

Mission

Since being appointed by CPB in 2017 as a creative agent, we had been in charge of brand marketing strategy and creative marketing communications. CPB has always utilised low-key word-of-mouth marketing and has established itself in the Chinese market through the strength of its brand and its restrained but glamorous brand image. JL DESIGN had further cemented the brand's unique luxurious upper-class skincare image with highly detailed creative thinking and execution.

Solution

We put together the first-ever celebration party for CPB in Beijing since its entering the Chinese market 15 years ago – in line with the low-key and high-detailed values of the brand – inviting VIPs and senior employees to the event and debuted the brand videos. In the brand ambassador of the year Wang Leehom’s endorsement video, he is portrayed as the awakener, linking the stories of four different types of women, and awakening in them the importance of loving themselves and letting their inner glow shine. In the two consecutive years of designing the Tmall Double 11 festival brand posters, the "key" symbolizing the brand’s essence had been used as the basis for creating a fantasy theme in combination with Tmall’s cat head logo. The following year, the Tmall cat head was integrated into the brand’s jewellery box concept, once again drawing the attention of viewers.

Impact

As the creative agency for the year, we integrated greater power and colour into the visuals, communication strategy, and product marketing of CPB through the use of emotive storytelling. We brought high-end content and outstanding creativity to CPB, Shiseido's high-end brand, managing to expand its brand influence.