PROTECT YOUR SKIN, PROTECT THE CORALS
A culturally grounded digital campaign for KOSÉ Malaysia that repositioned the brand's Japanese heritage while introducing reef-safe UV protection to Muslim consumers during Raya season.
ROLE
Art Director
DURATION
Seasonal campaign (Raya 2023)
PLATFORM
Digital-first (Microsite, AR Filter, Paid & Social)
REGION
MALAYSIA
PROCESS JOURNEY
OBJECTIVE & CHALLENGES
Build brand trust and drive product consideration during the competitive festive season
Cultural Perception Barriers
Consumer misconception that KOSÉ is Chinese-owned, creating halal safety concerns among Muslim audiences.
Category Education & Differentiation
Pioneer reef-safe skincare education in Malaysia through culturally resonant messaging that prioritizes emotional connection over product features.
Audience Engagement Strategy
Capture peak festive social media engagement from 25–35 (awareness) and 35+ (conversion) audiences.
CREATIVE APPROACH & ART DIRECTION
Strategic Pivot: Cultural Connection Over Product Focus
Our research revealed dual barriers, unfamiliarity with reef-safe terminology and persistent brand origin confusion. Rather than combat misconceptions directly, I positioned KOSÉ's Japanese heritage as a trust-building asset.
Creative Strategy: Emotional Resonance Through Visual Synthesis
I developed a content framework that merged coral conservation with Raya values, protection, family legacy, and mindful choices. The art direction deliberately shifted from clinical skincare visuals toward warm, culturally grounded storytelling using batik-inspired coral motifs.
This strategic gamble prioritized consumer relatability over category conventions, creating a differentiated brand presence during peak competitive season.
WHAT I DID
Campaign Strategy & Creative Direction
Led creative strategy development and visual direction, defining culturally sensitive content pillars that balanced brand positioning with audience insights
Cultural Brand Identity Integration
Created visual language combining coral textures with batik elements, addressing halal safety perceptions while reinforcing Japanese craftsmanship heritage.
Multichannel Experience Design
Architected bilingual, mobile-first digital ecosystem (microsite + AR activation) for a seamless user journey from awareness to conversion
Cross-Platform Content Strategy
Directed influencer content strategy and social media creative to amplify core messaging across Instagram-focused engagement during peak festive participation.
Performance Optimization & Creative QA
Oversaw all creative quality assurance while implementing data-driven optimizations that improved engagement rates post-launch
CAMPAIGN SHOWCASE
CAMPAIGN LANDING PAGE
The campaign landing page established KOSÉ as a mindful Japanese skincare brand through visual narrative. Opening with ambient reef motion and traditional textures, guiding users through reef-safe education without technical complexity.
Visual Direction
A serene hero scene combining coral imagery, traditional textures with Japanese minimalism
Mobile-First & Bilingual
Mobile-optimized with English-Malay toggle to maximize accessibility and engagement.
Interactive Storytelling
Progressive content flow introducing benefits through emotional storytelling
AR FILTER GAME & GIVEAWAY ACTIVATION
We introduced gamified education during peak social engagement period, recognizing target demographics' increased Instagram time during the Raya festive season. I developed AR experience transforming product education into shareable social content.
Gamified Education
Interactive gameplay collecting beneficial ingredients while avoiding harmful chemicals
Reward-Driven Engagement
Contest structure encouraging family and friends network sharing during the festive season
Seamless Discovery
Multi-access via QR codes, social captions, and influencer partnerships
SOCIAL CONTENT AND PERFORMANCE MARKETING
Adapting culturally intelligent multi-platform strategy with Instagram-focused execution maintaining visual consistency while adapting for platform behaviors during peak festive engagement.
Visual Consistency
Coral motifs and batik elements creating recognizable signature across placements
Influencer-Led Strategy
KOL partnerships integrating reef-safe education into authentic lifestyle content
Platform Focus
Strategic timing during documented peak social interaction periods
Achieved performance marketing efficiency, maximized ROI, and optimized audience engagement.
CAMPAIGN RESULTS
Designing Cultural Connection Across Every Touchpoint
Strategic Risk-Taking in Cultural Positioning
This campaign challenged conventional skincare marketing by prioritizing cultural connection over product demonstration. Blending Japanese minimalism with Malaysian traditional motifs required careful balance by honouring both heritage without appropriation.
Data-Driven Creative Optimization
Initial AR filter placement below fold limited engagement until performance data revealed user behaviour patterns. Moving activation higher improved interaction rates significantly.
Success validated my hypothesis: emotional resonance and cultural intelligence drive stronger brand affinity than technical product benefits alone, particularly where trust-building requires addressing unstated cultural concerns.
CREDITS
Creative Direction & Quality Management Carmen Tan | Experience Design Lead Carmen Tan | AR Concept & Visual Design Carmen Tan | Campaign Execution Partners Krystyn Chew (AR Development), Nik Nayly (Content), Izzy Yong (Creative & Design Support), Farhana (Design), Irfan (Video)
