AGE 20’s delivers professional makeup solutions for modern women balancing demanding careers with personal style.
The Little Milk Brick Cushion combines Korean innovation with premium performance in a distinctive dessert-inspired package.
Launching a New Foundation Line with a Memorable Brand Identity That Positions AGE 20's as the Go-To Choice for Professional Settings.
The challenge was elevating AGE 20's from a functional beauty brand to a premium lifestyle choice. We needed to create immediate brand recall in a saturated foundation market while communicating three distinct benefits: professional coverage, milky-matte finish, and reliable 8-hour wear.
The campaign had to resonate with urban professionals who need makeup that performs throughout their workday.
Building the "Milk Brick" Identity: We anchored everything around the memorable "Little Milk Brick" nickname, creating instant visual and verbal associations. The dessert-inspired packaging became the hero, transforming daily makeup application into a comforting ritual. This approach made the product instantly recognizable and shareable across social platforms.
Phased Campaign Activation: The warm-up phase established brand awareness through the Milk Brick visual language on official channels. Launch phase showcased real workplace scenarios demonstrating product performance. Conversion phase leveraged influencer recommendations during peak shopping periods. Sustain phase amplified user-generated content to build organic credibility and community engagement.
Platform-Specific Content Strategy: Xiaohongshu content focused on detailed application tutorials and before-after transformations. Douyin emphasized quick workplace makeup refreshes and professional makeup tips. Each platform received tailored content that matched user behavior while maintaining consistent brand messaging around professional performance and premium quality.
The campaign exceeded all performance targets across platforms. Xiaohongshu impressions reached 750,000 against a goal of 300,000, while Douyin delivered 3.87 million impressions versus the 1 million target.
ROI hit 3.3%, outperforming category benchmarks. The Little Milk Brick nickname gained organic traction, with users spontaneously adopting it in their content.
The campaign successfully repositioned AGE 20's as a premium professional choice while building a loyal community around the workplace beauty ritual.