Greater China: Jeweller taps into women's passion

GREATER CHINA: Just Gold-Just Diamond has kicked off a US$3 million TV-led advertising campaign, supported by print, outdoor and POS. The Leo Burnett-developed campaign uses the theme 'The religion of beauty' as a communication platform. According to Burnett group brand director Ruby Lee: "The brand evolved from 'True women' in the '90s to the recent 'Women's privileges'. Women's devotion to beauty is so intense that it could be likened to a religion.