Mannings launches new campaign to boost women's self-esteem

Local health and beauty chain store Mannings has launched a new campaign to encourage women to appreciate their inner beauty and boost their self-esteem. Originally launched in 2020, the #StrongBeauty campaign is back to further promote a healthy kind of beauty, by cheering women on to recognise how rather than measuring up to societal beauty standards, it’s their uniqueness that makes them beautiful.

Developed with its partner agency DDB Group HK, the campaign includes a TV commercial revealing the liberation of overcoming doubt and embracing uniqueness, as well as digital and social assets. The campaign has launched on 7 July 2022 and will run across the Hong Kong and Macau regions for the next month.The video ad features local pop singer Joyce Cheng, who advocates the campaign based on her personal experience, having doubted herself for years before realising her differences were a strength, according to the press release. Lyrics from Cheng’s songs that tell of her own #StrongBeauty journey have been selected and will be shared on social media as part of the campaign. 

In the video ad, a yoga learner, an older woman and a girl wearing bikini were seen doubting their own unique beauty upon judgements from others. Cheng was also seen doubting herself as a singer, however, Cheng highlighted in the video that “Why do people let self-criticisms limit themselves and cover their light?”

At the end of the video Cheng appeared having fun with the three characters, conveying that one should believe in their true and unique beauty, trust their own abilities for improvements and trust their experiences could add on to their beauty, and last but not least, “being yourself” is the true beauty.  

Carol Yung, brand marketing lead at Mannings Hong Kong, said: “Beauty being more than skin deep is not new, but #StrongBeauty goes a step further in identifying the specific values within, that manifest the modern form of beauty. Owning your unique beauty is beautiful in itself and we want every Mannings woman radiating that beauty.”

Christine Lai, senior creative director at DDB, added: “It has been a lot of fun working with Mannings to evolve the #StrongBeauty platform and we hope this campaign continues to prove the value of a long-term brand strategy. We also hope it acts as a nice reminder for people to stop giving themselves a hard time.”

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