Project Description

Girl Communications were engaged to launch Korean beauty co ‘Jiinju’ and its range of at-home, DIY masks in Australia, exclusively being distrubuted by Woolworths stores.

The launch strategy created by Girl Communications was anchored around fun, exclusivity and creating excitement around the ‘quirkiness’ and lively energy of the Jiinju packaging in order to position, target and communicate with the 14-25 demographic.

Girl Communication researched retail industry data and the key target audience, identifying social media channels as the key platforms in which to drive brand awareness and engagement.

Content creation Directory inclusion Campaign and Concept and Collateral development -PR and Promotional messaging –
onmi-channel

Girl Communications developed a retail program in order to drive in-store brand awareness  along with product seeding and sampling, a launch PR campaign and PR sampling kits, along with a tactical sampling program to coincide with marketing channel activity, product trials  and opportunities.

Local website included www.jiinjubeauty.com.