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As a rising star of the exfoliating-acid-based skin care product brand, Dr. Shirono expects to quickly establish the popularity and trust of the new product, and complete the direct conversion from popularity to trial.

Case details

Brand: Dr. Ci:LaboBrand owner: Johnson & JohnsonMain agency: UMMain agency holding group: IPGMarket launch: Mainland ChinaIndustry: Beauty CareMedia channels: video/micro-movie, social media, content marketingBudget: 1-2 million

Case Summary

Starting from the first half of 2020, the concept of chemical exfoliation (with exfoliating acid), which was once seen in medical beauty, has entered mass consumption under the popularization of major beauty KOLs. According to CBNData's "2021 New Consumption Report on Beauty Economy", exfoliating peel and salicylic acid are the most popular options, while...

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