Brand encourages women to ‘command beauty’

posted December 03, 2019 at 08:35 pm
by  Manila Standard Lifestyle
“Define your own version of beauty.” That is the message of the new campaign of bestselling skin lightening brand Kojie.san.

Beauty Elements Ventures, Inc. launches Life by Kojie.san as it announces it expansion outside the beauty category. 
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.

BEVi officials encourage women to have the freedom to define beauty in their own terms. 
“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. 

Topics: Kojie.san , Command Beauty , Beauty Elements Ventures , Jann Kelcey Chua
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