“Define your own version of beauty.” That is the message of the new campaign of bestselling skin lightening brand Kojie.san.
The campaign “Command Beauty” encourages women to stop allowing others to set the standards of beauty for them, and to look the way they want, to feel the way they want, to have confidence in themselves regardless of social pressure.
“Beauty isn’t just stripping down to the natural, it’s also going a little extra. It isn’t just being subtle, it’s also going all out and loud. Loving all kinds of beauty means loving all kinds of beauty no matter how bold it gets,” says Kojie.san senior brand manager Jann Kelcey Chua.
Despite being popular for its kojic soap, the brand, by local company Beauty Elements Ventures, Inc. (BEVi), says it doesn’t believe in lightening one’s skin just for beauty’s sake, but doing it because a woman wants to; because it makes her happier and it boosts her confidence.
“We urge women to take control of their beauty decisions with ‘Command Beauty.’ Let no one shame them for these decisions. We want them to tell their stories to inspire others to be loud and proud,” adds Chua.
In line with its campaign, BEVi has announced the expansion of its operations outside the beauty category.
COMMENT DISCLAIMER: Reader comments posted on this Web site are not in any way endorsed by The Standard. Comments are views by thestandard.ph readers who exercise their right to free expression and they do not necessarily represent or reflect the position or viewpoint of thestandard.ph. While reserving this publication’s right to delete comments that are deemed offensive, indecent or inconsistent with The Standard editorial standards, The Standard may not be held liable for any false information posted by readers in this comments section.