Golden Pearl Whitening
Cleansing Milk

ADVERTISING CAMPAIGN

COMMUNICATION STRATEGY
CREATIVE PLATFORM
IDEATION
STORYTELLING
TV COMMERCIAL
KEY VISUALS
PRINT & OOH
SOCIAL & DIGITAL
BRANDING
MERCHANDISING
Category : Healthcare
Region : Asia Pacific

Make-up is an integral part of every woman’s routine. From work, going to parties, every woman has her own essentials. Tapping into this segment, Golden Pearl Cleansing Milk, another variant of Golden Pearl’s vast personal care portfolio launched itself in the market with their latest communication.

Golden Pearl Cleansing Milk is a soft, rich, moisturizing milk which effectively removes face and (non-waterproof) eye make up and purifies the skin without stripping away moisture leaving you with that squeaky-clean, tight feeling. It suits all skin types, being brilliant for removing excess sebum from pores for oily, breakout-prone skin and conditioning for dry areas.

We wanted to show that this creamy formula deeply cleanses and removes makeup, while soothing normal, aging, or sensitive skin. We also wanted to make it a daily essential for a woman, perfect for cleansing and removing makeup.

The story was built around a beautiful socialite (keeping up with our culture code) who after coming back from a party removes all the make-up and grime from her skin to unclog pores and to make her skin feel refreshed and nourished.

Since pearl is the most important element of the film, we made sure that the model wears accessories which are prominent and appealing. Night ambience and background has been established in the ad with nuances in the form of props that have been used such as the curtains, room furniture, lamps etc. She was made to ‘celebrate her night’ as seen in the romancing and enjoying of her beauty which probably won her kudos at her event.