Mannings wants to encourage all women to stop doubting themselves and appreciate themselves, embracing their unique beauty in a new campaign, created via DDB Group Hong Kong.
The health and beauty chain store originally launched #StrongBeauty back in 2020, highlighting strength of character as a defining aspect of beauty. Mannings furthers its commitment to promoting a healthy kind of beauty with this campaign, by cheering women on to recognise how rather than measuring up to societal beauty standards, it’s their uniqueness that makes them beautiful.
Including a TVC showing the liberation of overcoming doubt and embracing uniqueness, as well as digital and social assets, the campaign features the city’s pop queen, Joyce Cheng. Cheng advocates #StrongBeauty based on personal experience, having doubted herself for years before realising her differences were, in fact, a strength. Lyrics from Cheng’s songs that tell of her own #StrongBeauty journey have been selected and will be shared on social media as part of the campaign.
Carol Yung, Brand Marketing Lead at Mannings Hong Kong, said: “Beauty being more than skin deep is not new, but #StrongBeauty goes a step further in identifying the specific values within, that manifest the modern form of beauty. Owning your unique beauty is beautiful in itself and we want every Mannings woman radiating that beauty.”
Christine Lai, Senior Creative Director at DDB, said: “It has been a lot of fun working with Mannings to evolve the #StrongBeauty platform and we hope this campaign continues to prove the value of a long-term brand strategy. We also hope it acts as a nice reminder for people to stop giving themselves a hard time.”
The campaign launches today and will run across the region for the next month.
Client: Mannings Hong Kong & Macau, The Dairy Farm Company Limited
Brand Marketing Lead: Carol Yung
Brand Marketing Manager : Kay Ngai
Brand Marketing Assistant Manager : Cecily Chau
Brand Marketing Senior Specialist : Kathier Leung
Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Chief Creative Officer: Frankie Fung
Head of Strategy: Adrian Tso
Creative Director: Christine Lai
Associate Creative Director: Phoebe Chan
Art Director: Ruth Wong
Producer: Hung Wong
Account Director: Keefe Ho
Account Manager: Zach Ko
Account Executive: Winnie Wong
Head of Studio: B Ng
Artist • Graphic/Print Production: Nelson Fung
Director: Nick Lim
Producer: Penn Law
Assistant Director: Peggy Chan
Art Director: Martin Tong