1. Background

Rejoice planned to continue to convey the brand concept "Smooth Hair, Smooth Life" to consumers in Women's day in 2020, improving the favorable impression of female consumers in second and third-tier cities.

2. Creative

1) Rejoice girl pay attention to the relationship between people, and soft hair can let each relationship getting closer and more beautiful.

In the context of the COVID-19, distance become their worry and "reunion" is their biggest hope. Extract the positive idea #Smoothen everything, our beautiful life will be back#, encouraging them to smooth out the mood and state, ready to welcome the new start.

2) Create the first sand painting video of P&G. The artistic language of sand art delicately expresses people's accumulated feelings of missing and expectation of reunion in this winter.