Beauty uncovered Singapore : a campaign to raise awareness about ethical beauty consumption in Singapore

• Main Authors: Goh, Belinda Si Qian, Low, Amanda Li Yi, Ng, Xinyu, Ong, Kimberly Zhiqin
• Other Authors: Chen Lou
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Social sciences::Communication; DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/76587
• Institution: Nanyang Technological University

Beauty Uncovered is a communication campaign that aims to increase awareness on Ethical Beauty and encourage the adoption of a sustainable beauty routine. Beauty Uncovered sought to empower Singaporean women aged 18-35 years old with the knowledge to make conscious purchasing decisions towards beauty products. The campaign was initiated by four final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Beauty Uncovered was inspired by an increase in attention to climate movements that advocated the reduction of waste, whilst promoting sustainable lifestyle practices. As beauty routines are a large part of our lifestyles, it is pertinent to highlight its’ impact beyond ourselves, to the environment. Our formative research suggested that our target audience rely on peer-to-peer reviews before product purchase decision. As such, Beauty Uncovered’s social media platforms provided bite-sized information on ethical beauty. Complementing the campaign’s online engagement, Beauty Uncovered offline outreach efforts consisted of five educational roadshows across Singapore and concluded with hosting Singapore’s First Ethical Beauty Marketplace, featuring over 14 local ethical beauty brands, and served as a platform to connect brands with individuals keen on ethical beauty. Overall, Beauty Uncovered was successful in establishing itself as a credible platform. The campaign received positive feedback from campaign stakeholders, with continual demand from both public and stakeholders to continue to educate and host Beauty Swaps. Overall, the campaign reached 987 people through in-person engagements and 195,330 online impressions.