Page 51 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Excellence Award

“KOSÉ GRACE ONE - THE ACADEMY OF AGELESSNESS”
Saving International (Holdings) Limited

Grace One is a skincare label under Kośe Cosmeport, dedicated for 50’s female which has enjoyed great success for years in Japan.
Considered the similarity of consumption habits among 50’s female in Japan and Hong Kong, Saving team tapped the market of
unexplored 50’s mature skincare in open-shelf environment.
The new skincare concept was firstly introduced by an ingenious invention for the term “Mature Skin 歲月肌”. It was coined to
avoiding women over 50 and their common behaviors in disregarding and disassociating their skin with aging. Secondly, in order
to establish authority in mature skincare, heavy application with a slogan “潤到笠 至夠潤” was designed for Hong Kong market,
which educated consumers the true skincare concept for 50’s.
Academy of Agelessness “凍齡學苑” is an unprecedented social and content platform across online and offline empowered by
Grace One. It provides information about mature skin and what consumers concern on FB, YouTube, AM730 columns, etc. There
are 5 content pillars developed. The followers are highly interactive on platforms that allows the brand to understand insights
from consumers and also optimize sales performance and ROI by responsive content planning. Besides, the key elements also
appear on other media of campaign, i.e. TVC and OOH. The holistic marketing approach integrates traditional media and content
marketing, sets Grace One to be the leading role targeting mature skincare in open-shelf market.
The campaign was successful. The rocket high sales result made the new product to become one of the best-sellers in the category
with high efficacy of marketing expenditure. Principle of headquarter in Japan recognized the success of campaign and noticed
potentiality, they started to develop new products which are tailor-made for Hong Kong market.

Comments from the Judges:
It was commended as a well-integrated and highly effective marketing campaign, which has successfully reinforced Saving’s brand
value and tapped the mature skincare market through a smart use of marketing mix and communication strategies.
It was a surprise for Saving to adopt a holistic content marketing approach through the brand new social platform “Academy of
Agelessness” to engage its target customers with highly interactive customer experience. Its excellent collaboration with popular
local media further enhanced the top-of-mind awareness. The strategic application of KOL marketing, which built credibility
through authentic stories of the endorsers and actual users, was one of the key success factors and helped build a long-term
relationship with key stakeholders.
In addition to an impressive increase in sales, the campaign has successfully built awareness for the new label, Grace One, under its
mother brand, Kose Cosmeport. It has effectively elevated its image as an ideal product for the middle-aged females and a strong
sense of association and affiliation with the brand was established.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Spoon Digital Limited

49HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019