The brand in question is Shiseido's Majolica Majorca. Betty Ng, co founding partner and executive director of Etymon, explained to Campaign Asia-Pacific that the cosmetic industry is extremely competitive, and beauty editors are inundated with new product information and free samples.
The agency won the Shiseido account half a year ago.
Majolica Majorca adopted the fairytale of Snow White as its marketing strategy, and Etymon came up with the live drama idea. The agency engaged 78-year-old award-winning actress Helena Law Lan (羅蘭) to play the role of the Queen. To play Snow White, the agency recruited Hana Tam, a popular opinion leader in the beauty category, who has more than 100,000 subscribers on YouTube. The troupe visited the offices of a dozen beauty editors on 29 October to perform a surprise five-minute drama on the spot .
Ng said the choice of Law Lan was a brave and interesting move as most cosmetic brands tend to use younger celebrities and models.
The day-long tour included stops at Next Media, Oriental Daily and AS Watsons Group, which is the key retail outlet for the brand. "The appearance of Law Lan as Queen was the highlight of the media visit and generated immediate feedback from the editors in their social-media channels like Facebook and Instagram,” Ng said.
This Facebook page contains an unedited video clip from one of the performances.