To launch the new perfume “Just Me” Collection, the brand wants to empower women in the way that Thai people always love, the entertaining stories.

Rewrite fairy tales

To empower women in this modern world, the brand creates “Rewrite your own Fairy Tales” movement, aiming to anti-stereotype of perfume advertisement category. We portrait the new modern princess with a confident attitude. The princess that will not be defined by men but the story in which women are standing up for herself and create her own fairy tale. How entertaining if Cinderella rejects the glass slippers if she think her other shoe fit her better. Or the Snow White chooses to eat hamburger rather than the apple and not ends up as sleeping beauty. Thai women just incredibly love it. Moreover, women share their own fairy tale version on social media, the community of modern princess was born.

‘Anti-stereotype of perfume advertisement category.’

Thai women are all grow up with western fairy tales where princess has to be weak and waiting for the prince riding the white horse to rescue her. Even when we grow up, the idea of the fairy tale has embedded into our mind that it has framed our thinking. Meanwhile, Thai perfume commercials manipulate women image to be charismatic to the men. Thus, Cute Press aiming is to accomplish differently, Women Empowerment.

We portrait the new modern princess with a confident attitude. The princess that will not be defined by men but the story in which women are standing up for herself and create her own fairy tale.

The campaign immediately spread on Asian market especially in China. The video has garnered over 32 Millions combined views globally from YouTube and Weibo. Sales reflect the impact 42% incremental online and offline store in 1st week after video launched. All social comments on the campaign have been positive and helps 17% increased in Facebook Fan Followers. Women love and share their own fairy tale version on social media, the community of modern princess was born.

https://m.weibo.cn/status/4391018353073577#attitude

https://www.youtube.com/watch?v=St0NI0JHf00

https://www.youtube.com/watch?v=Tz6nVKnXxtQ

https://www.youtube.com/watch?v=52qJkX2lv8U