Malaysia – Looking for the secret to a youthful glow? Spritzer Malaysia and FCB SHOUT have the answer in their latest campaign, redefining skincare by positioning Spritzer Mineral Water as the ultimate ‘must-have’ for radiant, glowing skin.

Titled ‘SILIQA,’ Spritzer Malaysia’s hydration-centred beauty campaign introduces its natural mineral water, enriched with silica from the earth’s purest underground springs, as an essential ingredient for youthful beauty and radiant skin.

Going beyond just rebranding silica, the campaign positioned the essential mineral as something synonymous with beauty and well-being. With this, silica becomes the crown jewel of Spritzer’s promise: hydration that transforms from the inside out, promising a sense of rejuvenation and revitalisation after every sip. 

The campaign stars actress and Spritzer Brand Ambassador Koe Yeet, whose natural elegance and radiant beauty embody the essence of SILIQA—pure, powerful, and transformative. The accompanying film showcases her luminous complexion against a lush rainforest backdrop, symbolising the harmony between deep hydration and nature’s vitality.

Spritzer’s social and digital channels premiered the SILIQA campaign film, with plans to expand its reach to radio, movie theatres, billboards, and in-store displays. This multi-platform approach ensures the campaign reaches a broad audience, inviting everyone to rediscover beauty in its purest, most natural form.

“Long recognised and loved as a natural source of hydration, Spritzer Mineral Water is rich in silica and other essential minerals that don’t just quench thirst—they nourish, rejuvenate, and enhance natural beauty from the inside out,” said Shiao Chan, head of marketing at Spritzer Malaysia. 

“Having a skincare routine helps, but the real impact happens when you nourish beauty from the inside. With every drop, you’re not just hydrating—you’re nourishing your skin, enhancing your natural beauty with the power of SILIQA,” she added.

Amid a world of beauty filters and fleeting trends, Spritzer’s SILIQA campaign invites everyone to rediscover true radiance by nourishing from within. With silica-rich mineral water, Spritzer emphasises hydration that enhances the inner well-being and naturally amplifies one’s beauty.

Also speaking about the campaign, Syahriza Badron, general manager of FCB SHOUT, shared, “SILIQA is more than just a product launch—it’s the beginning of a movement. We believe the future of beauty is in the purity of nature, and our campaign challenges people to reclaim their beauty rituals by shifting the focus away from superficial enhancements and towards deep, internal rejuvenation.” 

Philippines – TIA’M, a South Korea-based skincare brand, has appointed AnyMind Group, a BPaaS company specialising in marketing and digital transformation, as its exclusive distributor in the Philippines.

TIA’M’s products are currently distributed globally across North and South America, Asia, Europe, Africa, and Oceania. Through this partnership, the skincare brand will leverage AnyMind Group’s full suite of e-commerce and marketing solutions to accelerate its expansion into the Philippine market.

The brand will utilise AnyX for seamless e-commerce management, AnyLogi for efficient inventory and logistics control, AnyChat for enhanced conversational commerce and customer engagement, and AnyTag for strategic influencer marketing. Additionally, TIA’M will benefit from AnyMind’s in-market consulting and operations teams, which will enhance its cross-border expansion and streamline importation processes.

Wonyoung Ryu, CEO of Fireworks Co., Ltd. (behind the TIA’M brand), said, “We are delighted to collaborate with AnyMind Group, a company with significant strengths in brand commerce and partner growth, as we venture into the highly promising beauty market in the Philippines. TIA’M continues to possess untapped potential in the domestic and overseas K-Beauty industry, with our niche in skincare products containing vitamin ingredients, and we have doubled our business every year. We sincerely appreciate AnyMind Group for recognising our strengths, and we are committed to providing our utmost support to establish TIA’M as a competitive brand in the beauty market in the Philippines.

Ted Kim, country manager of Korea at AnyMind Group, added, “Our BPaaS model enables us to create incremental and agile value for TIA’M across their business process through the data-driven optimisation of e-commerce, international distribution, marketing, and more, ultimately creating a more borderless world for enterprises and consumers. The Philippines represents an unprecedented opportunity for TIA’M to tap on a growing domestic demand for quality skincare products, and we will continue to open up new avenues for TIA’M to grow.”

Manila, Philippines – In a bit to combat underarm shaming and promote confidence across Filipinas, Dove has launched a new campaign initiative called “Raise Your Arms”, which celebrates the courage of women who have raised their arms for change, impacting their communities and the broader society.

The initiative, conceptualised alongside Ogilvy Singapore, stems from the recognition of underarm shaming as a persistent issue that diminishes women’s self-esteem and confidence. 8 in 10 Filipino women won’t raise their arms because of underarm insecurity. 

To empower them and help them feel better about their underarms, Dove, a longstanding advocate for real beauty and body positivity, wants to remind them of a simple yet powerful truth: Every time women raise their arms, positive change happens.

The campaign is executed across multiple channels including visually striking outdoor posters and a strong digital presence on social media platforms. Using the hashtag #freethepits, Dove encourages women of all ages in the Philippines to join the movement and share their own moments of bravery and confidence. The campaign also invites women to be ‘kili-kili proud,’ celebrating their underarms as a symbol of their strength and resilience.

Moreover, “Raise Your Arms” differentiates itself by directly addressing a specific and longstanding cultural stigma, offering a platform for empowerment and change. By focusing on such a unique aspect of body positivity, Dove is fostering a more inclusive environment where women can feel proud of every part of themselves. 

Bianca Cancellara, global vice president for Dove Deodorant, said, “We firmly believe that every woman deserves to exude confidence and empowerment in her own skin. Our campaign transcends societal norms, empowering women to #FreeThePits and refuse to let underarm anxiety hinder their potential.”

Meanwhile, Ria Ocampo, associate creative director at Ogilvy, commented, “In the Philippines, there’s an intense pressure to have perfect underarms. People might even be ridiculed for not conforming to this unrealistic beauty standard. This was shocking to me when I explained it to people from other countries – it shows how deeply ingrained this toxic norm is in our culture. This campaign is a call to action for Filipinas! Let’s raise our arms high and reject the cultural stigma.” 

Singapore – Unilever’s skin care brand POND’S Skin Institute has partnered with advertising and PR agency Ogilvy Singapore for its new product launch campaign to unveil its elevated brand world.

Pond’s new campaign with Ogilvy aims to revive the brand and breathe new life into it while finding ways to connect science with women around the world.

The skincare brand will undergo a complete redesign of its visual identity and brand essence. It will also onboard K-pop star Tzuyu from Twice as its new global ambassador. She will be instrumental in the brand’s reinvention as it invites women to discover how the science of Pond’s Skin Institute can make miracles happen for their skin.

With the tagline ‘Miracles Happen’, the campaign is set to unveil the transformative power of groundbreaking science and what it would mean for millions of Southeast Asian women.

The new campaign comes as POND’S announces the launch of its newest bright miracle product range, which features new formulations and the Nobel Prize-winning science of autophagy to boost skin’s ability to self-repair and achieve ultimate clarity and radiance.

This brand revamp and new campaign will commence in Indonesia and will cascade throughout Southeast Asia and the rest of the world into 2024 through a series of captivating videos, inspiring social media content, and arresting in-store designs.

Aanchal Sethi, global managing partner at Ogilvy Singapore and Unilever, said, “We tapped into the insight that despite their relentless pursuit, 9 out of 10 women struggle to bridge the gap to their desired skin. They believe it would take a miracle to achieve this skin. Today, we have the science to bridge this gap; the science to make miracles happen.”

Speaking on the campaign, Vandana Suri, global brand lead at POND’S Skin Institute, also shared, “At this pivotal moment for Pond’s Skin Institute, we are excited to showcase our longstanding heritage of skincare innovation while introducing the world to our unparalleled new Bright Miracle product range.”

“As we integrate the best of science and beauty, we couldn’t be more thrilled for our partnership with Tzuyu to invite people everywhere to experience the brand. From her unrelenting ambition, diverse talent, and unique craft to her warm personality and inspiring outlook on beauty, she is truly an icon who makes miracles happen,” she added.

Jakarta, Indonesia Whilst some individuals get anxious from suffering skin issues, Indonesian skincare brand Somethinc reminds everyone that there’s a solution to easily handle skin issues by unveiling newest products in its latest ad.

In collaboration with advertising agency TJT Creative Lab, the 90-second quirky ad showcases the skincare brand’s newest product line, Calmdown® Series, which is designed to provide relief and comfort for people who have calm sensitive, angry, and irritated skin.

This also features the products’ patented active ingredients and technology that instantly soothe irritated skin. The innovative range of products is an idea of Irene Ursula, who founded Somethinc skincare brand.

Irvine Prisilia, executive creative director at TJT Creative Lab, said that they want to elevate the skincare brand beyond a product story and create something that would resonate with audiences, therefore, they decided to craft this quirky ad.

Calista Primalia, creative director at Somethinc, added, “We love the quirky story of showing our skin cell as an angry skin cell and creating havoc in our skin. It is one of those ideas with legs a mile long. Allowing us to expand our messaging across channels and platforms.”

Other works from the campaign also include over 30 billboard spots all over Indonesia to reach a wider audience and promote the benefits of the new product range.

Australia With the rise of the intricate multi-step skincare, such as that of the Korean method that includes the laborious 10-step routine; consumers, most especially women, are highly investing their time and money to keep up with such ‘maintenance’. This overwhelming feeling given by the skincare world is what New Zealand-based skincare brand Okana wants to be an ‘antidote’ to, hence, a new brand platform to showcase such promise with the help of creative agency Clemenger BBDO.

The brand platform, developed by the creative agency, strikes a chord with its main communication of ‘stupid simple’ which aims to highlight the mundaneness – at the same time – the beauty of simplicity. 

To be launched in Australia, the fresh brand identity was associated with 15-second youtube videos featuring the musician-actress Ayesha Madon, Okana’s brand ambassador, whilst showcasing some of Okana’s skincare products.

https://youtu.be/YI7x3KDaBGo

Vibs Amin, founder of Okana, said that its new brand identity goes against the wrong, complicated, serious and overwhelming ideas in the beauty industry.

She added, “Our simplicity is our biggest asset – we are transparent about our ingredients, and consumers can look at our ingredients list and feel empowered and confident about skincare.” 

Clemenger BBDO led the new brand platform’s overall creative and production, as well as its website and packaging redesign. 

Its group creative director Daniel Pizzato commented that the skincare industry is so broad due to the wide range of products and ingredients, associated with both information and misinformation.

“Okana’s products prove that a stupid level of simplicity, achieved in smart ways, can secure better outcomes. Stress and skin don’t play well together, so Stupid Simple is all about clarity and fun,” he concluded.

Singapore – In the wake of the pandemic, there is no doubt that people are showing unprecedented concern over their health. Within ‘health’ meanwhile, we’re looking at a variety of areas and for the Gen Z demographic in Singapore, specifically, there has been a heightened interest in skincare at the farther period of the pandemic, a report from communications agency DeVries Global shows.

With more than a year into COVID-19, skincare has now emerged to be top-of-mind. The report notes an uptick in skincare consumption among Gen Z’s in Singapore, with 84% of the respondents saying they care for such endeavors. Demographic-wise, 67% of the total female respondents and 57% of the total male respondents consider skincare as an integral part of overall health.

In addition, over 80% of the respondents say that they would consider switching skincare brands if it’s proven to improve their skincare health. Meanwhile, for those who refuse to switch, the reason boils down to three factors: satisfaction with their current brand, competitor brand’s price, and personal concerns on whether the competitor brand will work for them.

In order to convince consumers to switch from their current brand to another, the report’s data showed they would need to be recommended by health professionals (287 respondents), reviewed positively by other customers (280 respondents), and should carry scientific study results (211 respondents).

Jakarta, Indonesia – Lion & Lion, the digital-first agency operating in Asia, has announced that it is set to continue its partnership with global beauty brand L’Oréal in Indonesia. The first on its extended remit is introducing La Roche Posay, L’Oréal’s science-forward skincare brand, to the Indonesian market.

The launch of La Roche Posay is a result of the company’s positive reception in the Indonesian market and a response to increasing demands for healthier skin care.

Lion & Lion has been working with L’Oréal since 2016 and assisted the French cosmetics company with its L’Oreal Paris, Garnier, and Maybelline brands in Indonesia. 

The agency will be launching a comprehensive campaign for La Roche-Posay, and part of this is the development and execution of the brand’s social media communication strategy as well as building a local website for Indonesian consumers.

La Roche-Posay
From La Roche-Posay’s website in Indonesia

Nestya Sedayu, the marketing manager of L’Oréal Indonesia’s Active Cosmetics Division, shared that they have observed a recent shift in consumer trends, with more consumers looking towards dermatological skincare for “reliability, efficacy, and safety.” 

“As one of the world’s leading skincare brands, we are confident that La Roche Posay will be able to match our existing success in the Indonesian market. Seeing as how Lion & Lion has been a strong partner both creatively and digitally for the L’Oréal Indonesia group, we believe the agency will provide strong support as well for the launch of La Roche Posay and will continue to play a pivotal role in growing the brand in Indonesia,” commented Sedayu. 

The brand launch campaign will focus on raising awareness for La Roche Posay on its social and digital platforms, namely Facebook, YouTube, and a localized website – larocheposay.co.id. 

Through the campaign, the agency will also be highlighting the brand’s proposition of offering product lines that are targeted at sensitive skin, specifically those with skin concerns. Together with this, building up strong brand equity and desirability among consumers will also be part of the agency’s roadmap for the brand. 

John Campbell-Bruce, Lion & Lion’s managing director for Indonesia, is confident to take on the responsibility with La Roche Posay, stating the team’s significant experience in the beauty and cosmetics market over the past six years, providing it with strong insights into consumer trends and behaviors. 

“We are excited to continue our journey with L’Oréal Indonesia through the launch of La Roche Posay, a brand that offers positive social impact through its products,” said Campbell-Bruce. 

He adds, “This sense of inclusivity appeals to our audience and we have noticed this in the way they have engaged with our content. Our approach will build on this insight and show how La Roche Posay brings people together through its products’ brand promise of safety and accessibility.”

Singapore – As travel restrictions are still in effect due to the pandemic, global skincare brand SK-II has decided to launch its first-ever virtual city called ‘SK-II CITY’ for the premiere of its latest SK-II Studio installment ‘VS’, an animated anthology series that aims to inspire every woman that they have the power to #CHANGEDESTINY. 

The ‘VS’ series is a collection of six animated films based on the real-life experiences of six Olympic athletes including gymnast Simone Biles, swimmer Liu Xiang, and badminton players Ayaka Takahashi, as well as surfer Mahina Maeda, and Hinotori Nippon. They each explore what it means to take destiny into their own hands, overcoming societal pressures like trolls, image obsession, and rules and limitations.

The series is then promoted by the brand through a virtual city, ‘SK-II CITY’, which is inspired by the streets of Tokyo, Japan. It seeks to transport visitors to Shibuya Crossing, and let them sightsee Mount Fuji and Tokyo Tower.

The ‘VS’ series spans a broad range of genres including sci-fi, fantasy, action, and sports. Each episode has its own universe and style, featuring the work of various award-winning animation studios and singer-songwriters.

Visitors can enter the SK-II Studio where they can get an exclusive backstage tour of the ‘VS’ series, and find animation sketches, film trivia, and behind-the-scenes footage from the six athletes.

Sandeep Seth, the CEO of SK-II Global, said that in these times where international travel is still restricted, they want to be able to provide their consumers a gamified experience that they can gain inspiration and shop in a safe yet entertaining and meaningful way.

“We are thrilled to launch the SK-II CITY, as we premiere our next SK-II Studio blockbuster ‘VS’ series. The SK-II CITY is inspired by our Japanese heritage as well as our brand purpose #CHANGEDESTINY,” added Seth.

To find out more about the ‘VS’ Series and learn about SK-II STUDIO and #ChangeDestiny, consumers may visit the virtual SK-II CITY at https://city.sk-ii.com/.

Singapore – P&G-owned skincare brand Olay has launched a brand new campaign – Adult Fearlessly – and it has partnered with Shopee to exclusively run it on its platform ahead of Olay’s special sale event Brand Day. The event will be held on October 14 to 16.

The campaign seeks to reach and engage with millennial women around Southeast Asia to bring a message of empowerment that they can #adultfearlessly, and overcome the perceived challenges of “adulting,” such as that with investing in their skincare needs.

Together with Shopee, Olay has conceptualized and co-created content such as a video called “Fearless with your choices,” which aims to shift the mindsets of millennials as they confront their fears of turning 30. It is also said to highlight the positive aspects of the journey leading up to such age.

The campaign will be rolled out in phases across six markets including Singapore, Indonesia, Philippines, Thailand, and Vietnam. 

Lucy Moran, Senior eCommerce Director of Olay for APAC shared that the brand wants to focus on how consumers are integrating their lifestyle with their skin needs.

“As one of the top facial skincare brands in the world, we are continually innovating and advancing the way we connect with our consumers. With e-commerce driving a major shift from offline to online sales, there is potential to achieve further growth in this segment,” said Moran.

“Riding on this momentum to broaden our reach in Southeast Asia, we are partnering with Shopee once again to bring more engaging and convenient experiences online, where consumers are able to access Olay products– all at the click of a button,” she added.

Meanwhile, Shopee’s Regional Managing Director Ian Ho said that the Health & Beauty category is one of the top-performing on the platform as the new normal has driven even more consumers to browse and buy skin care products online.

“We are proud to be able to support Olay in their e-commerce growth through this campaign. Our shared consumer insights and widening base of millennial users have enabled a hyperlocal strategy for Olay to deliver the best online shopping experience. We are confident in supporting Olay to achieve another successful campaign with us,” said Ho.

This will be the second collaboration between the two brands. In April, Olay’s regional campaign for its Retinol 24 product line was also run by the partnership with Shopee.