Thai beauty brand drives women to define their self worth

The campaign, created by JWT Bangkok, aims to highlight critical issues facing Thai women as the brand moves to forge a deeper connection with core consumers by encouraging women to inspire each other and share experiences through its loyalty club and online community Oriental Princess Society. 

The commercial features a collection of Thai women, each feeling the pressure of a still-conservative society, set to thought-provoking questions challenging expectations. One such scene shows a battered and bruised women followed by another crying on the floor, clutching a laundry basket. Other scenes depict strong women, unafraid to speak out and accept themselves for who they are. Questions like 'Why use make-up?', 'Why diet?', 'Why be afraid or silent?' or 'Why be like everyone else?' set the scene and the build-up to the campaign message of 'Your self worth is yours to define'.

"The TVC was designed to turn heads, and impart the idea that your own self worth and value lies within you, and no one has the right to tell you what is or isn’t acceptable," said Satit Jantawiwat, ECD at JWT Bangkok.

"The ad doesn’t give answers – it aims to provoke thought, and encourage women to make decisions that work for them," he added.

The campaign comes in response to research conducted by Oriental Princess, finding that many Thai women feel they have to measure up to expectations of friends, family and society, a situation that often leads to unhappiness.

Oriental Princess is a home grown beauty brand with over 20 years in the business. The company's Oriental Princess Society has over one million members  and drive the majority of its retail sales.