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IMC Campaign
Client
Hazeline
Company
Creativehunts
Deliverables
Online Video, Key Visual (KV), Photoshoot Assets, POSM Materials, Social Content Ideation
When the "Brightness" Begins to Fade…
In 2025, when the brightness of Hazeline Tone-Up began to fade on the shelves, the challenge was declining sales volume, a loss of emotional connection. The brand needed not only to regain attention, but to make young women "feel" something again.
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So what wins modern girls over?
For modern young women, a body wash is no longer just about cleansing. It is a quiet ritual of self-care: a moment to feel brighter, softer, and delicately scented. Yet the market often asks them to choose: brightness or fragrance. And in that compromise, something always feels missing. Hazeline saw an opportunity: what if a single product could deliver both? And more importantly, feel like a small piece of magic?
How we spark the magic again?
The Fairy White line was reimagined through a dreamy, fairy-like aesthetic. At the heart of this world is JSOL - a famous singer in Anh Trai Say Hi music show. He is not just a brand ambassador, but as a modern muse. His fresh visual, artistic aura, and youthful energy allow Hazeline to connect with young women in a soft, natural way - mirroring how their skin deserves to be cared for.
Hazeline – 3X Brighter Skin, 24H Floral Bliss
Where the Story Begins to Unfold
From a single idea, Hazeline turned imagination into a journey — where every touchpoint becomes a doorway. Hazeline structured the journey into two strategic layers:
With JSOL as a fairy-like muse, Hazeline transformed fandom into storytelling. Poetic Threads content and organic interactions on his channels turned everyday moments into dreamy verses - where fans didn’t just engage, but emotionally step into the brand’s world.
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The magic first came alive through a cinematic online film, where JSOL crafts enchanted blends for his muses. It then unfolded offline, as over 400 fans gathered, not just to buy, but to witness, to feel, and to believe in the story.
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From Storytelling to Real Impact
The magic first came alive through a cinematic online film, where JSOL crafts enchanted blends for his muses. It then unfolded offline, as over 400 fans gathered, not just to buy, but to witness, to feel, and to believe in the story.
Sometimes, to make people believe again, you don’t need to shout louder. You just need to make them feel.