Beauty Playground invites customers to "Play to Glow" – to experience, explore, and confidently shine through unique beauty activities. Featuring three personas, a livestreamer, a makeup artist, and a young athlete, this campaign reveals the natural beauty and vibrant energy of a new generation.
Overview
Step into Beauty Playground – Vietnam’s first-of-its-kind beauty experience at Vincom Ba Thang Hai!
Designed to captivate young trendsetters, nano influencers, and beauty artists, this immersive concept invites everyone to connect, explore, and glow. Discover the unique magic of sustainable, natural beauty radiating through every movement, every moment of confidence. At ABBW’s Beauty Playground, every visitor finds their way to shine – in a space where beauty, joy, and creativity come alive together.
Play To Glow
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Play To Glow 〰️
Campaign Identity
This concept brings the spirited essence of Beauty Playground to life, where interaction and joy take center stage. With tall, rounded typography, the design feels both modern and minimal, capturing the energy of fun and fit. The typeface, welcoming yet sophisticated, invites everyone to join in and feel at home.
A pastel palette of soft pinks, oranges, yellows, and blues radiates warmth and positivity, with a hint of gradient adding dynamic depth and motion. This gradient not only brings each element to life but embodies the “Play to Glow” vision – where beauty shines through every playful interaction and shared experience.
Key Message
Campaign Identity
Each field unveils a distinct expression of beauty – modern, natural, and uniquely captivating.
Client: AB Beauty World
Project Manager: Giang Huynh
Art Direction/Graphic Design: Alex Duong
Motion Graphics: Ngan Nguyen
Photographer/Retoucher: Luu Xuan Nhan