Labo Labo is a Japanese skincare brand that specialises in pore care. We were tasked to build awareness around the brand with the relaunch of the product line, with the spotlight on Labo Labo Super Keana Lotion in 3 markets - Hong Kong, Taiwan and Singapore.
Healthy Skin begins with Healthy Pores
Our pores are like tiny windows of our skin that are exposed to pollutants, stress and aggressors daily. All these could lead to the enlargement of pores, resulting in dull and unhealthy looking skin. However, pore care is often overlooked in skincare due to the lack of awareness in the basics of skincare.
Going back to basics,
backed by science
We started with educating our audience (young women aged 16-29) with the basics of pore care and how Labo Labo Super Keana Lotion - a toner made up of natural ingredients - can help them achieve healthy skin by building up their pore health.
Social Content
We continued to build awareness on social media by putting pore education front and center by using mind-opening facts. Product superiority was established by showcasing the scientific roots and influencer reviews were used to shout out the product benefits. Not forgetting to engage with our audience, real-time content and giveaways were used to reach out to them.
Creating a
mnemonic
Kyute (
キュッ)
We created a mnemonic using ‘Kyute キュッ’ , a term used to refer to the minimisation of pores. With this pore care mnemonic, we want to connect the brand values of being energetic and young to create effective brand reminders for our target audience.
Studies have shown that using mnemonics (music or visual cues) help to facilitate instant recognition of the brand, triggering brand recall and perception.
Animation Studio | Mummu London