Contract Communications, a subsidiary of J. Walter Thompson Malaysia, has tapped into the country’s two favourite genres – horror and humour – for the relaunch of SAFI’s Balqis Sheet Mask with OxyWhite formulation, for client Wipro Unza. 

The campaign idea ‘Dari Hantu Jadi Ayu’ literally translates as ‘From Ghost to Gorgeous’. 

The videos, live on social media from March 2018, highlight the fun side of beauty, encouraging women to wear SAFI Balqis OxyWhite Sheet Masks and to play pranks on unsuspecting victims among their family and friends. It also taps into the Asian horror genre, Malaysians’ favourite topic all year round.

Research shows that the cluttered beauty category saw its sheet mask segment dominated by Korean brands already associated with fairer skin. Proprietary insights unveiled that many women see wearing a sheet mask as a time-consuming chore. And JWT Intelligence’s ‘New Muslimah’ study showed an increasing demand for halal beauty and pride in homegrown products. 

Commenting on the new campaign Sriram Krishnamurthy, Chief Executive Wipro Unza (Malaysia) Sdn. Bhd, said: “We wanted to communicate in an entertaining way that SAFI Balqis OxyWhite not only whitens your skin (by 21.9%) but also keeps it moisturised for a longer duration (24 hours) without being a chore. And this new campaign from Contract Communications Malaysia helps show how SAFI Balqis OxyWhite Sheet Mask can help make your weekly beauty regimen more entertaining, under our overall Selamat & Suci (Safe & Pure) brand promise.”

Added Saurabh Saksena, Managing Director, J Walter Thompson Company, Malaysia: “This campaign is a refreshing change from other brands in this segment, in that it moves away from tactical product demonstration. And by tapping into Malaysians’ love of humour, and horror, it shows how SAFI’s Balqis OxyWhite Sheet Mask can lighten your day and your skin. Personally, I love the simplicity and the universality of the idea. Anyone who has used facial masks or seen someone use them has surely thought of or felt like this.”