Gabey Goh
Sep 30, 2016

Malaysian YouTube stars wax lyrical for customisable cosmetics-cushion cases

Bubbly music video aims to introduce new Cushion product in memorable style.

MALAYSIA - Korean skincare and beauty brand Innisfree, along with Isobar Malaysia, recently launched its first ever music video, to promote a new customisation offering for its range of Cushion compact products.

Innisfree’s target audience is college students and young working adults who prefer pure and natural products, so the approach Isobar decided on was to be fresh and vibrant.

The ‘My Style, My Cushion’ music video, created by Isobar Malaysia, features five popular Malaysian YouTubers and fashion influencers. The five were chosen by Isobar along with Innisfree Malaysia and its PR team based on their distinct styles and personalities.

The singer is Jenn Chia, aka 'So, I’m Jenn', a popular YouTuber, singer-songwriter and TV host who has more than 125,000 followers across her various social platforms.

According to the agency, the music video aimed not only to introduce the product in an entertaining way but also to educate consumers about the three simple steps needed to customise their own cushions.

The effort is part of a larger campaign that kicked off earlier this month to promote ‘My Cushion’, and also includes a pop-up mall event, and promotion on Innisfree Malaysia's Facebook page.

Isobar also created a microsite that lets consumers customise their Cushion online as well as save their summary as a guide for when purchasing in-store.

Johnny Nam, brand general manager, AmorePacific:

At Innisfree Malaysia, we care about our customers and understands that each of them are unique. ‘My Cushion’ was conceptualised to allow them to customise every aspect of their Innisfree Cushion product not just to suit their individual skin needs but also their individual personality; from the base option and applicator type all the way to the case design with more than 100 designs to choose from.

Campaign Asia-Pacific’s view: The song is quintessential bubblegum-pop fare, performed in perky, colourful and glossy fashion by a group of YouTube stars that I’m sure are very popular and effective influencers. Alas, I spent my time watching with head cocked and brows furrowed, thinking “Huh… what?”.

But then again, as neither a college student or ‘young’ working adult, nor a regular user of cosmetics, it is entirely possible that the ostensible genius of this music video escapes me. There’s probably legions of college girls screaming in joy and swearing everlasting allegiance to Innisfree even as I type this—who knows?

I do like the role the music video plays in the larger integrated effort by the brand to promote its new product, and the microsite where users can customise their own Cushion is a nice touch. Overall, a fun tactical campaign and one would be interested to see the end results for it once things wrap up.


Isobar Malaysia
Executive creative director: Liew San Yen
Project director: Elwin Tan
Account executive: Sarah Lim
Creative group head: Wong Chin Wei
Art director: Chan Weng Joe
Designer: Estelle Lai
Copywriter: Too Wei Lian
Programmer: Chan Zhou Hua

Innisfree Malaysia
Brand general manager: Johnny Nam
Assistant marketing & PR manager: Peggy Low
Senior PR executive: Yap Joo Yee

Hashtag City (Innisfree’s PR Agency)
Senior influence manager: Loh Hui Ping
Senior influence executive: Suraya Amer

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