DO
THINGS
K-Citymarket
Heavy Meikki
Business Challenge
Beauty marketing is still dominated by outdated stereotypes that objectify women and portray beauty as something performed for others. As K-Citymarket prepared to launch its new beauty catalogue, the challenge was to stand out in a crowded category while creating a more empowering and culturally relevant conversation around beauty.
Big Impact
The new platform reversed a long period of decline and delivered +4% sales growth, exceeding sales targets by 160%. Brand attribution increased by 400% (14 → 70), distinctiveness grew by 36%, and value-for-money perceptions improved by 11%. The campaign transformed both brand performance and business results, proving that emotional relevance can be a powerful growth driver even in highly price-sensitive retail categories.
