GLOSS ON THE BALD NAIL

Campaign Background /

With the unveiling of “Magic Press,” Dashing Diva struck the traditional Korean nail-care market with its game-changing nail solution: instant, on-trend press-on nails. However, the success of “Magic Press” has inadvertently misconstrued the consumers, who often failed to differentiate between the product and the brand itself, soon laying foundation for the misconception [Dashing Diva=Magic Press]. Not anymore; Dashing Diva has much more to offer, in this case, the “Gloss” product, a sticker-type gel nail strip.

Campaign Objective /

This campaign was set foot to strengthen the awareness of “Gloss,” and uncoil the looming misconception surrounding “Magic Press” and “Dashing Diva.” The campaign aims to clarify the distinction between the different product categories within Dashing Diva, so that consumers could reevaluate the competency of “Gloss” gel-nail stickers when comparing to related products.

Campaign IDEA /

The key idea of this campaign will be messaged through artist and streamer Homin-Joo, an emerging celebrity known for his wit and radiantly bald head. We expect that this unprecedented use of beauty brand ambassador should lure plenty of eyeballs away from our conventional competitors and leave a powerful mark on the beauty industry. Joo’s iconic bald character could and should highlight the glittering glossiness of the “Gloss” product, and thus kick off a gel-nail viral campaign that maximizes our product USP.