Health & beauty brand, Mannings, has launched a campaign via DDB Group Hong Kong to encourage women “to stop doubting themselves and appreciate themselves, embracing their unique beauty.”
The chain store originally launched #StrongBeauty back in 2020, highlighting strength of character as a defining aspect of beauty. The brand says it is furthering its commitment by cheering women on to recognize how rather than measuring up to societal beauty standards, it’s their uniqueness that makes them beautiful.
The campaign includes a film featuring pop star, Joyce Cheng.
Lyrics from Cheng’s songs that tell of her own journey have been selected and will be shared on social media as part of the campaign.
“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,” said Carol Yung, Brand Marketing Lead at Mannings Hong Kong.
“Owning your unique beauty is beautiful in itself and we want every Mannings woman radiating that beauty.”
Christine Lai, Senior Creative Director at DDB added, “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 will run across the region (Hong Kong and Macau) 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