Makeup Miracle

Since 2017, we have worked with Watsons to rebrand, relaunch and evolve Makeup Miracle, its own-brand range of ‘masstige’ cosmetics, to compete with international industry-benchmark make-up brands.

Using intensive market and consumer research, we developed deep insights into the lives of Chinese women and their approach to buying cosmetics – which led to the creation of a long-term idea for the brand: ‘Believe’.

The idea, based around a woman’s journey of self-belief toward confidence, continues to evolve alongside the product range it champions, with a progressively bolder and more striking art direction, intimate model photography and strikingly-coloured product shots. The ongoing campaign reaches across instore, out-of-home and digital media, and has delivered high-growth revenue for Watsons in its first two years.