Following our successful PR-led product launch in 2024, Haircarebear returned with a request: help us grow from hype to household name. But there was a catch. While our gummies were gaining traction, the brand itself had no strong identity. There was no brand story, no emotional hook, no clear voice in a crowded beauty-supplement shelf.

Unlike the common perception that Gen Z are nonchalant, the pressure on them is higher. In a digital age where information is gathered fast and trends constantly reshape, Gen Z's defining trait is their adeptness at adapting to change. They are trendsetters. They are advocates. They are individuals. Often overlooked, these opinionated leaders are also children of the coming of age.

We positioned Haircarebear as the glow-giving daily supplement that empowers our audience not just to glow up, but to glow through life, confidently. Aboard is DOLLA, our brand friends who is the embodiment of the need to be Always on the Glow, with them we successfully launched the brand into its next milestone with a series of brand video, on-ground activation and social maximisation.