Oriental Princess: Envy can be a positive force

This case study explains how Oriental Princess, a Thai brand of cosmetic products, caught the attention of women by giving them a way to express more powerful emotions and go against cultural norms.

Oriental Princess: Envy can be a positive force

Iain White and Rujeeporn Navakul

Campaign details

Brand owner: SSUP GroupLead agency: JWT BangkokBrand: Oriental PrincessCountry: ThailandIndustry Bath toiletries, soaps,Cosmetics, beauty aids,Deodorants, anti-perspirants,Fragrances, perfumes,Hair care,Skin care, sun protection,Toiletries and cosmetics marketChannels used: Earned media, buzz, Events and experiential, Internet - general, Internet - microsites, Online video, Point-of-purchase, in-store, Social media, Television, Word of mouth, advocacyMedia budget: 500k - 1 million

Executive summary

This is a case study about how Oriental Princess, a Thai brand of cosmetic products overturned cultural...

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