Malaysian Media Awards Winners Showcase

The Challenge
Panasonic Beauty has been in the market for 2 years but pick-up has been slow as consumers couldn’t identify beauty with Panasonic. With a range of beauty products such as eye lash curler, pore minimizer, ionic steamer and epilator amongst others, the Panasonic Beauty goes beyond skin deep. It is the real deal for real women.

Insight, Strategy and the Idea
Most women buy beauty products; foundation, mascara, blusher, lip balm – with the hope of looking like the cover girls on glossy magazines. But little do they know, to achieve those looks, there are hidden but critically important steps that these beauty brands don’t tell you. It’s almost like an industry conspiracy to make consumers search for perfection. Panasonic Beauty saw this as an opportunity to enlighten our consumers. Universal truth: Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. The strategy was to involve in order to enlighten. “Panasonic Beauty Cafes” was conceptualized. We partnered with Seventeen Magazine to target the young. For the working adults, another session was conducted with 40 beauty KOLs. Using this platform, we unveiled all the hidden secret steps to longer lasting beauty.

Media Execution
At the Beauty Café, Quick DIY Beauty tutorial classes with demonstration of Panasonic beauty products were conducted. Separate sessions were customized for each group with different beauty needs. Girls and women alike were given the first-hand experience of product usage with personalized makeover session, face-to-face tutorial and beauty tips. The hands-on session successfully convinced the girls and KOLs that Panasonic Beauty products is the real deal, making them an instant beauty easily. We brought the Beauty Café to a larger audience by publishing the content in magazine and blogpost.

Results and Effectiveness
With just RM80,000, communication awareness increased by 11%. 35,000 women engaged. 350,000 impressions on social media and 20,000 interactions recorded.