Fuji Film Beauty launches major cosmetics branding campaign

Fuji Film Beauty’s cosmetic line ‘Astalift’ has been available in the Japan and Hong Kong markets for a few years. It is a fast growing cosmetic brand in Hong Kong, based on the unique similarities between film and photography and cosmetic products. This rarely talked-about common ground, the company says, is the effect on light and oxidation.

The new ad campaign is created by Metta Communications, which won the account over three months ago, include TVC, print and online components.

Andrew Lee, the agency’s MD boasted that the new ad campaign was "quite revolutionary", given that most conventional beauty campaigns use models with pale skin and stress ‘white on white’  skin tones. “We used a lot of computer-generated and slow motion imagery and the model whom we used has a  skin tone closer to normal real women.”

The new Fuji Film Beauty product line has already been available in Hong Kong for a few years, targeting 20 and 30-something women consumers. The new TVC is now running in major TV channels in Hong Kong.