Rejoice used to be the crown of P&G’s hair-care category. For more than 28 years, it defined smooth hair in China via innovative products that led in providing the absolute smoothest hair experience. Owing to the rapid development of the hair-care industry fueled by hundreds of new brands and products along with the rising of consumer consciousness, the brand faced a hairy challenge. For its target audience ? 20+ consumers ? Rejoice was their mothers’ brand rather than their own.

The stakes could not have been higher as Rejoice sought to rejuvenate for younger consumers hungry for fresh products increasingly conducive to smooth, shiny and stylable hair. The introduction of new Rejoice Ultra-light Conditioner in November 2015 was a potential pivot point for the brand, offering a platform from which to begin to cultivate new relationships with young consumers and to signal its relevance to them.

We held an electrifying announcement event at W Hotel in Bejiing, inviting over 200 fans, 80 China key media and 15 top tier KOLs to jointly witness as P&G executives welcomed YY as the first celebrity executive – the Rejoice Chief Smooth Officer. We live-broadcasted the event with app ME, which was a first in the hair category among P&G brands and created a tsunami of public attention. With all the audience’s curiosity, we blew out another set of CSO descriptors: Charm, Smooth and Only. Through the “Finding the Charming Girl” game session and New “Ultralight Conditioner” demonstration, the event emphasized that the new charm of airy smooth hair only available through Rejoice. After our “fake ending” of the event, the audiences were all surprised by a bonus element, as a making-of video from Yang Yang’s coming MV of Hair Dance began to roll, creating a perfect and compelling ending.