Senka X Rilakkuma Social Media

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Senka x Rilakkuma

All Clear Double Wash

The Brief: Create an over-arching campaign to launch the Senka All Clear Double Wash x Rilakkuma collaboration on Social and In-Store Channels, that could then be extended to launch future Senka x Rilakkuma products.

At that point, Singaporeans were stressed out from social isolation and dealing with the constant whip-lash of changing Covid-19 regulations. With that in mind, we wanted the emotional messaging of our campaign to be relaxing, and to position the product as part of small de-stressing rituals consumers could take to care for themselves. Hence we came up with the campaign line:

Easy Calm Easy Clear

to communicate All Clear Double Wash as the easy, stress free way to a clear complexion (and mindset).

We re-contextualised the existing San-X assets within the storyline of Senka World, a happy place for Rilakkuma and Friends to explore the benefits of All Clear Double Wash, and discover different ways to relax.

The concept of Senka World was also infinitely extendable to different products and storylines.

Instagram Posts

Wouldn't it be great if you could make more time to relax? Rilakkuma recommends All Clear Double Wash, an effective 2-in-1 makeup remover and facial cleanser that can shave time off your routine. Trust the bear, you’ll have clear, beautiful, bare skin in double quick time.

Can’t bear the thought of blackheads, sebum and impurities clogging your skin? Be like Rilakkuma. Choose All Clear Double Wash. Specially formulated with Rice Bran Oil Extract and Natural Silk Cocoon Essence, it removes the nasty stuff effectively, without stripping moisture from your skin!