In 2020, in light of the upgraded product strategy and brand value, Rejoice reorganize its brand proposition to "Effortless Beauty, Effortless Smoothness", supporting every woman to pursue beauty in a more time-saving and effortless way.
As the first campaign after the brand upgradation, Rejoice targeted those 18-year-old candidates who were striving for an ideal score of Gaokao (China's National College Entrance Examination). They were in a distinguished age with the conflict from the external expectation of "everything should make way for Gaokao" over their strong desire for the "cannot-miss beauty of age 18".On the final day...