The Brief
FINO is a well-loved Japanese haircare brand, but its existing presence read as premium and slightly distant: the kind of product recommended by a beauty editor rather than a friend. The brief was to translate that quality into something that felt native to how Gen Z actually discovers haircare across the SEA market, not through polished campaign shoots, but through creators talking directly to camera about what worked for them. The content needed to introduce FINO to viewers who had never heard of it, make the case for switching from an existing routine, and do it in a format that felt like a recommendation, not an advertisement.
Our Approach
We built a set of UGC-style videos around five recurring formats: everyday routine content showing the product in actual use, before-and-after transformation footage, close-up texture shots that let the product speak for itself, problem-solution stories that named a specific hair concern before introducing FINO as the fix, and lighter "it girl" haircare moments that leaned into aspiration rather than instruction. Each video was shot to feel casual and unscripted, the visual language of a creator's own camera roll, while staying polished enough to reflect the brand's premium ingredients. The goal was for FINO to feel like something a viewer's favourite creator already used, not something a brand was pushing.
The Result
This campaign is still gathering its full performance data, and we'll update this case study with real numbers as soon as they're in. What the five-format approach already gives FINO is a flexible content library that works across different discovery moments, whether someone's watching for routine inspiration, scrolling for a transformation, or searching for a solution to a specific hair concern, rather than a single campaign that only worked once. It's part of our wider content creation work for Singapore beauty brands.