My team and I won the pitch for Tecno Mobile with a simple one-page idea. Working closely with our Singapore team, we created the Tone Proud campaign. Using Tecno’s advanced technology, the campaign tackled the lack of representation of diverse skin tones worldwide. Through personalized content and storytelling, users were encouraged to explore and share their unique skin tones. The campaign launched successfully worldwide, winning a Gold Honor at the 17th Annual Shorty Awards and a bronze in the Social Purpose category at the 2025 AdFest Digital & Social Lotus Awards.

In 2024, we relaunched the history and the true meaning behind the phrase "I’m Worth It" for L’Oréal Paris, reaffirming its core message of self-worth and confidence. In 2025, we aim to bring this empowering message to Chinese consumers with a new angle: "Every Step Is Worth It." Today, as the world moves at an unprecedented pace, every woman should take the time to celebrate her own achievements, whether big or small. It is a reminder to embrace self-assurance and reject self-doubt, knowing that even every setback is a step forward on her journey.

Elaine Zhong, as the L’Oréal Paris brand ambassador, shares that every step she takes is worth it — emphasizing that never a single step is a wrong move. She believes that each moment and decision contributes meaningfully to her journey.

Tiffany Tang, serving as the L’Oréal Paris brand ambassador, shares that every step she takes is truly worth it — highlighting that every plan follows its own unique rhythm. She believes it is important not to let others influence your decisions in life, as everyone has their own path to follow and live up to.

Idea, “Delivering Prosperity From Paris To Your Doorstep”

Another year of magical celebration this time, transporting transporting you to 1909 L’Oreal Paris first amazing discovery till to-date’s advance science developed products from Paris to you.

L’Oreal Paris launched the 2nd yearly brand campaign during D11 festive. Celebrating the brand image of Parisian heritage specially delivered to you in China.

Delivering beauty and joy to you by our L’Oreal Paris family.