MAJIFASHION gets their edge with 8 stories of women power

How did we help L’Oreal Professional to get their edge in a competitive market for hair colour and craft a powerful campaign that created social media buzz, and at the same time was meaningful and empowering for their target audience? Read on! 

Client objective:

L’Oreal Professional wanted to drive awareness and excitement with the launch of MAJIFASHION, a new range of hair colour, in Singapore. Their message: “Be empowered to own your confidence with a great hair colour”.

Campaign strategy:

SPH Magazines conceptualised and developed the entire launch campaign “What’s Your Edge?”. It was fronted by eight Key Opinion Leaders (KOLs) known for expressing their individualities, and with their own stories of grit and strength, who were then matched with customised MAJI FASHION colours.
Their stories, as well as a sleek video showcase, were then amplified through SPH Magazines’s Women’s Network targeting followers of HerWorld, Cleo and Female and across online and social platforms, as well as direct communications with our proprietary databases.


  • The Creative: Eight stories of these KOLs and a video showcasing all eight were produced for the campaign.
  • The Touch Points: They were distributed across, and and their respective social media channels including Facebook and Instagram.
  • Campaign Period: 5 July 2019 to 1 August 2019.


The campaign exceeded the client’s expectations, generating a total of 223,000 video views and 38,000 page views for its online content over the 4-week campaign period.

The client was also delighted to share that based on their monitoring, the campaign drove L’Oreal Professional not only to the top of the social media buzz meter for Hair Category, but for the larger category of Beauty for the month of July 2019.

“It was a great experience working with the team as they were flexible and accommodating. Editors were all very hands on, including Janice and Sophie.
The third-party studio their hired was also accommodating, and had great visual sense.
In the end, the quality of content and assets produced were of high quality and engaging, especially the personal interview videos.”

Yi Fang, Senior Marketing Manager
L’Oreal Professionnal PPD

(p.s. Are you looking to gain an edge for your brand with content marketing that delivers results? Talk to us today at Advertorial packages start from SGD$4,000 and Video Advertorial packages start from SGD$12,000.)  

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