China – Serviceplan has transformed a classic anti-itching cream into unisex lipsticks for the country’s Generation Z.
A year after the agency refreshed the pharmaceutical brand’s cold and flu medicine with a viral social media campaign, it has turned its attention to 999 Piyanping’s anti-itching cream, which is known for its soothing and moisturising effect on the skin. While the over-the-counter cream is typically associated with older generations and outdated imagery, Serivceplan has used the formula to create a range of 999 Love Lipsticks.
Using an eye-catching, retro social media campaign to appeal to aesthetic-driven Netizens, the lipsticks play on the fact that China was home to more than 200m single people in 2019. Each lipstick is represented by a character who is searching for love, encouraging young singles to ‘pursue their own happiness’.
China’s young digital natives are prioritising their own happiness over societal expectations such as a successful career. Read our Uncoupled Living macrotrend for more on how their attitudes towards relationships are changing.