Yuesai is a cosmetic brand inspired by the Chinese medicine.
The brand launched a platform gathering visual references tributing to Chinese Beauty.
All the content was generated by the users looking for the best inspirations.
Thanks to the website Chinese consumers became the Chinese beauty ambassadors!
Through a series of short teasing videos we told women in China to stop looking for the Chinese Beauty,
because they were Chinese beauty themselves.
With different fun scenarios, we introduce a Chinese woman looking for something
that the audience could not guess until the tagline at the end.In order to support
this strong message from the brand, we also interviewed a panel of women coming
from all over China, with different ages and origins.
After replying some questions, we demonstrated them that they were true
Chinese Beauty no matter what they thought until then.