Rejoice

Product brand

Rejoice is Procter & Gamble's mass-market hair-care brand, known in China as 飘柔 and associated with smooth, manageable hair.

Last updated October 14, 2026

Overview

Rejoice is a hair-care brand owned by Procter & Gamble and marketed in China under the name 飘柔. Its documented Chinese-market history begins in October 1989, when the brand entered a rapidly developing shampoo category and helped popularize shampoo-and-conditioner combination products. Rather than positioning shampoo solely as a cleansing product, Rejoice built its identity around hair smoothness, ease of combing, shine and everyday manageability. This functional promise was supported by a highly recognizable advertising language, including demonstrations of hair being combed smoothly and the long-running association between soft hair and confidence. The brand's early growth in China was closely connected with product accessibility and format innovation. It introduced a small 5-millilitre package in late 1989, a format suited to travel and trial, and subsequently developed combination products addressing dandruff, conditioning, nourishment and oil balance. During the 1990s and early 2000s, its portfolio expanded from basic two-in-one cleansing and conditioning products to specialized variants such as oil-treatment products, products marketed with Polygonum multiflorum extracts, ginseng nourishment and one-minute intensive-care treatments. These launches reflected an effort to segment the market by hair concern while retaining the central promise of softness and manageability. Rejoice became one of the most visible mass-market shampoo brands in China. Contemporary trade and media accounts described it as a market leader and emphasized its broad awareness, usage and distribution. The brand also benefited from Procter & Gamble's large-scale retail and advertising infrastructure. In 2002, its products received a major formulation and visual update, including a globally aligned logo and a positioning around multiple moisturizing benefits. A larger brand and product refresh followed in 2006, adding or emphasizing deep-care, fruit-inspired and anti-dandruff lines. During the 2000s and 2010s, Rejoice's communications expanded beyond product demonstration. Advertising connected smooth hair with confidence, romance, optimism and self-expression. Campaigns such as “Shunjian Xindong” used social media, celebrity participation, personalized stories and digital interaction to frame small romantic gestures as moments that could keep relationships moving smoothly. Celebrity associations reported in Chinese marketing coverage included Luo Zhixiang, Zeng Kaixuan, Yang Mi, Chen Sicheng, Tong Liya, Chen Weiting, Dilraba Dilmurat, Wang Junkai and Mao Xiaotong. These associations changed over time and do not represent company management roles. The brand has also periodically moved toward more specialized and premium propositions. In 2017, it introduced a Micellar-based hair-care combination marketed as part of a silicone-free product direction. In 2018, reporting described a two-layer hair oil as a higher-value styling and care product. In 2019, Rejoice launched the R-series “French Fragrance Bottles,” with fragrances including Paris-themed and Mediterranean-themed variants, initially focused on cosmetics specialty-store channels and younger consumers in lower-tier Chinese cities. The packaging reduced the prominence of the conventional Rejoice/飘柔 wordmark and used an “R” treatment, signaling an attempt to distinguish the premium line from the brand's traditional value positioning. Rejoice remains an active Procter & Gamble hair-care brand. Its principal business scope is shampoo, conditioner and ancillary hair-treatment products. Its market identity combines functional softness and detangling benefits with accessible pricing, broad distribution and emotionally oriented advertising. Publicly available reference material is substantially richer for the brand's Chinese-market activity than for its global corporate history, so the exact original founding location, global headquarters, current product assortment and current executive responsibili…

History

Rejoice's documented Chinese-market history begins in October 1989, when Procter & Gamble introduced the brand into China's developing shampoo and hair-care market. The brand's early differentiation came from combining cleansing and conditioning in one product. This format reduced the number of steps required in a hair-care routine and helped establish Rejoice around the practical benefit of softer, more manageable hair. In December 1989, the brand introduced a 5-millilitre package in China. The small pack supported trial, travel and short-term use, while also making a relatively unfamiliar international hair-care brand more accessible to consumers. In 1990, Rejoice added a reported anti-dandruff two-in-one product. In December 1996, it expanded the combination-product concept with a variant marketed around oil-treatment benefits. The portfolio became increasingly segmented in the early 2000s. Products introduced or documented during this period included a Polygonum multiflorum-focused product designed for Chinese consumers, a lightweight moisturizing two-in-one formula, multi-benefit products combining cleansing, conditioning, anti-dandruff and fragrance claims, and a ginseng nourishment shampoo. In September 2003, the brand also introduced a one-minute intensive oil-treatment product. These developments show the shift from a single general-purpose proposition toward a portfolio organized by hair type, scalp concern and desired finish. Rejoice's growth was supported by Procter & Gamble's distribution and mass-media capabilities. Chinese media and trade references described it as a leading shampoo brand, citing strong awareness, use and distribution. The brand's advertising repeatedly demonstrated smoothness and easy combing, turning a technical product benefit into a memorable cultural shorthand. It also connected smooth hair with confidence and an optimistic, self-assured lifestyle, particularly in communications aimed at women. In 2002, the product range received a broad update associated with multiple moisturizing benefits and a more contemporary, globally aligned visual identity. A further large-scale refresh was reported in 2006, when the brand emphasized deep care, fruit-inspired vitality and anti-dandruff nourishment. During the late 2000s and early 2010s, its documented portfolio included leave-in conditioner, moisturizing sprays, hair masks, intensive-care products and upgraded conditioner formulas. The brand continued to use celebrity-led advertising and emotional storytelling alongside conventional product demonstrations. Rejoice's communications later moved into social and participatory marketing. The “Shunjian Xindong” campaign treated romantic relationships as a series of small moments that could be recovered or renewed. It used celebrity stories, a social application that surfaced users' earlier online expressions of affection, digital postcards, a relationship quiz and a short film. The campaign extended the brand's existing relationship between smoothness and emotional harmony without reducing the brand to a purely functional shampoo message. In 2017, Rejoice introduced a Micellar hair-care combination and presented it as part of a newer silicone-free direction. In 2018, reports described a two-layer hair oil positioned above the brand's traditional mass-market products. These launches reflected a broader attempt by Procter & Gamble to participate in China's higher-value hair-care and specialty retail segments. In 2019, the brand launched the R-series “French Fragrance Bottles,” reportedly comprising fragrance concepts called “Paris Encounter” and “Mediterranean Breeze.” The products were initially distributed through cosmetics specialty stores and were aimed at younger, fashion-conscious consumers, particularly outside China's largest cities. The packaging used an R symbol in place of the more prominent traditional Rejoice/飘柔 presentation. This was a notable brand architecture decision: it sought to retain the parent brand's familiarity while giving the new line a more premium and fragrance-oriented appearance. The same year, Rejoice marked thirty years in China with a film built around the idea that there is no knot in life that cannot eventually be addressed. The story followed a woman's development through school, employment and family life, using literal and metaphorical knots to represent loneliness, disagreement, self-doubt and emotional distance. The campaign broadened the meaning of the brand's long-standing smoothness promise into emotional resilience and companionship across life stages. Later Chinese-market communications covered education, family, accessibility and social themes, including a 2020 examination-related documentary-style film, a 2021 water-themed initiative for rural children and a 2021 International Day of the Blind campaign. Available references do not establish the complete current product range, current geographic distribution or current brand leadership. Rejoice is nevertheless documented as an active Procter & Gamble hair-care brand whose Chinese identity rests on accessible products, smoothness and detangling benefits, and emotionally resonant advertising.

2019
R-series fragrance line
[5]Rejoice premium fragrance hair-care launchjiemian.com
The R-series French Fragrance Bottles line launched through cosmetics specialty-store channels.
2019
Thirtieth anniversary campaign
[3]Rejoice 30th anniversary campaigndigitaling.com
A campaign presented smooth hair and emotional resilience through a woman's life journey.
2017
Micellar hair-care range
[7]Rejoice brand and product referencebaike.baidu.com
Rejoice introduced a Micellar-based hair-care combination linked to a silicone-free product direction.
2006
Large-scale product refresh
[10]Large-scale product refreshdigitaling.com
A major update emphasized deep care, fruit-inspired vitality and anti-dandruff nourishment lines.
2003
Ginseng nourishment and one-minute treatment
[1]Rejoice brand introduction and product historyfinance.sina.cn
The brand introduced a ginseng nourishment shampoo and a one-minute intensive hair treatment.
2002
Formula and visual identity update
[9]Formula and visual identity updatepinpai.smzdm.com
The range was updated around multiple moisturizing benefits and a refreshed, globally aligned logo.
2000
Consumer-specific and hair-type variants
[2]Rejoice brand overview and milestonesm.chinabgao.com
Rejoice introduced a Polygonum multiflorum-focused product and a lightweight moisturizing two-in-one formula in China.
1996
Oil-treatment two-in-one product
[7]Rejoice brand and product referencebaike.baidu.com
The brand launched a two-in-one product marketed with oil-treatment benefits.
1990
Anti-dandruff two-in-one product
[1]Rejoice brand introduction and product historyfinance.sina.cn
Rejoice introduced a reported anti-dandruff shampoo-and-conditioner product for the Chinese market.
1989
Entry into China
[1]Rejoice brand introduction and product historyfinance.sina.cn
Rejoice entered the Chinese shampoo market in October and was associated with the introduction of shampoo-and-conditioner combination products.

Showing the 10 most recent.

Products and positioning

An accessible, mainstream hair-care brand centered on smooth, easy-to-comb hair, everyday conditioning and confident self-expression, with selected premium and fragrance-led extensions.

Shampoo and conditioner · 1989
Classic two-in-one shampoo and conditioner
The foundational Rejoice proposition combines cleansing and conditioning in one routine. The product concept helped establish the brand in China and focused on softness, manageability and easy combing for everyday users.
Scalp-care shampoo · 1990
Anti-dandruff two-in-one range
Rejoice expanded its combination-product platform with anti-dandruff variants. These products paired a scalp-focused benefit with the brand's continuing conditioning and smoothness promise.
Hair-care range · 2003
Essence Care range
The Essence Care family developed the brand's traditional smoothness proposition into more intensive nourishment and conditioning. Related products included shampoo, conditioner and treatment formats, with later updates adding masks and leave-in care.
Nourishing shampoo · 2003
Ginseng nourishment shampoo
Introduced in the early 2000s, this variant was marketed around ginseng-derived nourishment and the idea of improving the appearance and feel of damaged or less manageable hair.
Hair treatment · 2003
One-minute intensive treatment
This treatment product was designed around a short application time and intensive conditioning. It extended Rejoice beyond shampoo into quick, at-home repair and smoothing care.
Shampoo and conditioner · 2017
Micellar hair-care combination
The Micellar line applied Micellar-inspired cleansing language to hair care and was presented as part of a newer silicone-free product direction. It represented the brand's attempt to address consumers seeking lighter-feeling formulations.
Hair oil · 2018
Two-layer hair oil
Reportedly introduced in 2018, the two-layer hair oil broadened Rejoice into leave-in finishing and nourishment. Its positioning was more premium than the brand's traditional mass-market shampoo products.
Fragrance hair care · 2019
R-series French Fragrance Bottles
The R-series was a higher-positioned fragrance-led hair-care line with reported Paris and Mediterranean scent concepts. It used a simplified R visual mark and initially targeted younger, fashion-conscious consumers through cosmetics specialty stores.

Marketing campaigns

2021A Drop of Water's Warmth
China
The initiative was presented as a public-interest campaign bringing support to children in rural areas.
Outcome. Available campaign listings identify it as a social-impact and Children's Day initiative; detailed outcome data is not available.
Source
2021Beauty Within Reach
China
For International Day of the Blind, Rejoice developed accessibility-themed communication around making beauty and personal care more tangible and inclusive.
Outcome. The campaign broadened the brand's beauty narrative toward accessibility and inclusion.
Source
2020Higher-education examination documentary
China
Rejoice used a documentary-style film to portray the experiences and pressure surrounding China's university entrance examination period.
Outcome. The campaign connected hair care with confidence and perseverance during an important life transition.
Source
2019Thirty Years: Life Has No Knot That Cannot Be Untied
China
The anniversary film followed a Chinese woman's development through childhood, university, employment and family life. Its recurring metaphor was that life's difficulties are knots: some lead to new relationships, while others teach growth.
Outcome. The film repositioned the long-standing smooth-hair message as an emotionally supportive idea about moving through life's transitions.
Source
2015Touch-trigger social video campaign
China
A Qixi-period campaign used Chen Weiting in a romantic video and encouraged audiences to share and interact with the content through social media.
Outcome. Trade coverage described rapid online discussion and short-term product sell-through associated with the campaign, but independently audited sales figures are not available.
Source
2013Shunjian Xindong
China
Rejoice framed romantic relationships as a collection of small moments that could restore emotional closeness. The campaign used celebrity stories, a social application that identified users' earlier online expressions of affection, personalized digital postcards, a relationship quiz and a short film.
Outcome. The campaign generated social participation around romance and extended the brand's “smoothness” idea from hair to relationships.
Source

Brand decisions

2019
Move into premium fragrance hair careStrategy
Background
China's hair-care market was becoming more segmented, with specialty retail and younger consumers creating demand for fragrance and premium experiences.
Action taken
Procter & Gamble launched the R-series French Fragrance Bottles through cosmetics specialty-store channels and used a simplified R mark to distinguish the line.
Aftermath
The launch represented a move above Rejoice's traditional value positioning; reported trade coverage placed the line at a higher price point, but no audited financial performance is available.
Source
2019
Reframe the anniversary brand promiseOther
Background
For its thirtieth anniversary in China, Rejoice sought to connect the brand's long-running smooth-hair benefit with the pressures faced by younger adults.
Action taken
The brand released a long-form film using knots as a metaphor for loneliness, disagreement, doubt and emotional distance.
Aftermath
The communication broadened Rejoice's emotional positioning from smooth hair to smooth-minded progress through life.
Source
2017
Introduce Micellar and silicone-free hair careProduct launch
Background
Consumers were showing greater interest in lighter-feeling and specialized hair-care formulations.
Action taken
Rejoice launched a Micellar-based combination and presented it as part of a silicone-free product direction.
Aftermath
The move expanded the brand beyond its traditional mass-market conditioning language, although public financial results for the line are unavailable.
Source

Recent events

2019
Rejoice launches the R-series French Fragrance Bottles[5]Rejoice premium fragrance hair-care launchjiemian.com
Product launch
Procter & Gamble introduced a higher-positioned Rejoice hair-care line for cosmetics specialty stores in China. The reported line included Paris and Mediterranean fragrance concepts and used a simplified R mark on packaging.
2019
Rejoice marks its thirtieth anniversary with a brand film[3]Rejoice 30th anniversary campaigndigitaling.com
Campaign
The anniversary campaign reframed the brand's traditional smooth-hair promise as “smooth hair, smooth mind,” using a young woman's transitions through education, work and family life to express how personal difficulties can be worked through.
2017
Rejoice develops Micellar and silicone-free hair-care positioning[7]Rejoice brand and product referencebaike.baidu.com
Product launch · Product generation
The brand introduced a Micellar-based hair-care combination and presented it as an update to its silicone-free product direction.
2016
Rejoice runs “Hair Hockey” ambient campaign in the Philippines[12]飘柔在菲律宾推出“Hair Hockey”环境媒体广告活动adsoftheworld.com
Campaign
Leo Burnett Manila created an experiential Philippine campaign titled “Hair Hockey.” The work used an ambient advertising format to communicate hair movement, smoothness, or manageability through a playful hockey-related execution.
2014
Rejoice launches relationship-focused “Hugs” advertising film in China[13]飘柔在中国推出聚焦亲密关系的“拥抱”广告片time.com
Campaign
A long-form Rejoice commercial created by Leo Burnett Hong Kong portrayed a couple on the verge of divorce undertaking a daily-hug challenge tied to important places in their relationship. The campaign was reported as receiving substantial online attention and used reconciliation and physical closeness as a metaphorical extension of the brand’s touch and hair-smoothness associations.
Rejoice highlights accessibility and non-visual perceptions of beauty[14]飘柔聚焦无障碍与美的非视觉感知daxueconsulting.com
Campaign
Rejoice partnered with People.cn and the Guangdong Association for the Blind on an accessibility-themed public-service film featuring four visually impaired women. The campaign challenged the idea that beauty is only visual and connected tactile perceptions of beauty with the brand’s long-standing emphasis on silky-feeling hair.
Rejoice appears in regional haircare campaigns and advertising archives[15]飘柔出现在多个区域护发广告活动与广告档案中adsspot.me
Campaign
Advertising archives document Rejoice work across Asian markets, including “Love Journey,” “Pillows,” “Comb,” “Air Hockey,” “Salon-the-Go,” and “Hair Clips.” The executions generally focused on intimacy, convenience, hair movement, or the practical benefits of smoother and more manageable hair.

Sources15 sources

Cite this profile: Cite the canonical profile. /brand-wiki/飘柔 · Editorial policy · How profiles are compiled

Overview

History

2019
R-series fragrance line
[5]Rejoice premium fragrance hair-care launchjiemian.com
The R-series French Fragrance Bottles line launched through cosmetics specialty-store channels.
2019
Thirtieth anniversary campaign
[3]Rejoice 30th anniversary campaigndigitaling.com
A campaign presented smooth hair and emotional resilience through a woman's life journey.
2017
Micellar hair-care range
[7]Rejoice brand and product referencebaike.baidu.com
Rejoice introduced a Micellar-based hair-care combination linked to a silicone-free product direction.
2006
Large-scale product refresh
[10]Large-scale product refreshdigitaling.com
A major update emphasized deep care, fruit-inspired vitality and anti-dandruff nourishment lines.
2003
Ginseng nourishment and one-minute treatment
[1]Rejoice brand introduction and product historyfinance.sina.cn
The brand introduced a ginseng nourishment shampoo and a one-minute intensive hair treatment.
2002
Formula and visual identity update
[9]Formula and visual identity updatepinpai.smzdm.com
The range was updated around multiple moisturizing benefits and a refreshed, globally aligned logo.
2000
Consumer-specific and hair-type variants
[2]Rejoice brand overview and milestonesm.chinabgao.com
Rejoice introduced a Polygonum multiflorum-focused product and a lightweight moisturizing two-in-one formula in China.
1996
Oil-treatment two-in-one product
[7]Rejoice brand and product referencebaike.baidu.com
The brand launched a two-in-one product marketed with oil-treatment benefits.
1990
Anti-dandruff two-in-one product
[1]Rejoice brand introduction and product historyfinance.sina.cn
Rejoice introduced a reported anti-dandruff shampoo-and-conditioner product for the Chinese market.
1989
Entry into China
[1]Rejoice brand introduction and product historyfinance.sina.cn
Rejoice entered the Chinese shampoo market in October and was associated with the introduction of shampoo-and-conditioner combination products.

Showing the 10 most recent.

Products and positioning

An accessible, mainstream hair-care brand centered on smooth, easy-to-comb hair, everyday conditioning and confident self-expression, with selected premium and fragrance-led extensions.

Shampoo and conditioner · 1989
Classic two-in-one shampoo and conditioner
The foundational Rejoice proposition combines cleansing and conditioning in one routine. The product concept helped establish the brand in China and focused on softness, manageability and easy combing for everyday users.
Scalp-care shampoo · 1990
Anti-dandruff two-in-one range
Rejoice expanded its combination-product platform with anti-dandruff variants. These products paired a scalp-focused benefit with the brand's continuing conditioning and smoothness promise.
Hair-care range · 2003
Essence Care range
The Essence Care family developed the brand's traditional smoothness proposition into more intensive nourishment and conditioning. Related products included shampoo, conditioner and treatment formats, with later updates adding masks and leave-in care.
Nourishing shampoo · 2003
Ginseng nourishment shampoo
Introduced in the early 2000s, this variant was marketed around ginseng-derived nourishment and the idea of improving the appearance and feel of damaged or less manageable hair.
Hair treatment · 2003
One-minute intensive treatment
This treatment product was designed around a short application time and intensive conditioning. It extended Rejoice beyond shampoo into quick, at-home repair and smoothing care.
Shampoo and conditioner · 2017
Micellar hair-care combination
The Micellar line applied Micellar-inspired cleansing language to hair care and was presented as part of a newer silicone-free product direction. It represented the brand's attempt to address consumers seeking lighter-feeling formulations.
Hair oil · 2018
Two-layer hair oil
Reportedly introduced in 2018, the two-layer hair oil broadened Rejoice into leave-in finishing and nourishment. Its positioning was more premium than the brand's traditional mass-market shampoo products.
Fragrance hair care · 2019
R-series French Fragrance Bottles
The R-series was a higher-positioned fragrance-led hair-care line with reported Paris and Mediterranean scent concepts. It used a simplified R visual mark and initially targeted younger, fashion-conscious consumers through cosmetics specialty stores.

Marketing campaigns

2021A Drop of Water's Warmth
China
The initiative was presented as a public-interest campaign bringing support to children in rural areas.
Outcome. Available campaign listings identify it as a social-impact and Children's Day initiative; detailed outcome data is not available.
Source
2021Beauty Within Reach
China
For International Day of the Blind, Rejoice developed accessibility-themed communication around making beauty and personal care more tangible and inclusive.
Outcome. The campaign broadened the brand's beauty narrative toward accessibility and inclusion.
Source
2020Higher-education examination documentary
China
Rejoice used a documentary-style film to portray the experiences and pressure surrounding China's university entrance examination period.
Outcome. The campaign connected hair care with confidence and perseverance during an important life transition.
Source
2019Thirty Years: Life Has No Knot That Cannot Be Untied
China
The anniversary film followed a Chinese woman's development through childhood, university, employment and family life. Its recurring metaphor was that life's difficulties are knots: some lead to new relationships, while others teach growth.
Outcome. The film repositioned the long-standing smooth-hair message as an emotionally supportive idea about moving through life's transitions.
Source
2015Touch-trigger social video campaign
China
A Qixi-period campaign used Chen Weiting in a romantic video and encouraged audiences to share and interact with the content through social media.
Outcome. Trade coverage described rapid online discussion and short-term product sell-through associated with the campaign, but independently audited sales figures are not available.
Source
2013Shunjian Xindong
China
Rejoice framed romantic relationships as a collection of small moments that could restore emotional closeness. The campaign used celebrity stories, a social application that identified users' earlier online expressions of affection, personalized digital postcards, a relationship quiz and a short film.
Outcome. The campaign generated social participation around romance and extended the brand's “smoothness” idea from hair to relationships.
Source

Brand decisions

2019
Move into premium fragrance hair careStrategy
Background
China's hair-care market was becoming more segmented, with specialty retail and younger consumers creating demand for fragrance and premium experiences.
Action taken
Procter & Gamble launched the R-series French Fragrance Bottles through cosmetics specialty-store channels and used a simplified R mark to distinguish the line.
Aftermath
The launch represented a move above Rejoice's traditional value positioning; reported trade coverage placed the line at a higher price point, but no audited financial performance is available.
Source
2019
Reframe the anniversary brand promiseOther
Background
For its thirtieth anniversary in China, Rejoice sought to connect the brand's long-running smooth-hair benefit with the pressures faced by younger adults.
Action taken
The brand released a long-form film using knots as a metaphor for loneliness, disagreement, doubt and emotional distance.
Aftermath
The communication broadened Rejoice's emotional positioning from smooth hair to smooth-minded progress through life.
Source
2017
Introduce Micellar and silicone-free hair careProduct launch
Background
Consumers were showing greater interest in lighter-feeling and specialized hair-care formulations.
Action taken
Rejoice launched a Micellar-based combination and presented it as part of a silicone-free product direction.
Aftermath
The move expanded the brand beyond its traditional mass-market conditioning language, although public financial results for the line are unavailable.
Source

Recent events

2019
Rejoice launches the R-series French Fragrance Bottles[5]Rejoice premium fragrance hair-care launchjiemian.com
Product launch
Procter & Gamble introduced a higher-positioned Rejoice hair-care line for cosmetics specialty stores in China. The reported line included Paris and Mediterranean fragrance concepts and used a simplified R mark on packaging.
2019
Rejoice marks its thirtieth anniversary with a brand film[3]Rejoice 30th anniversary campaigndigitaling.com
Campaign
The anniversary campaign reframed the brand's traditional smooth-hair promise as “smooth hair, smooth mind,” using a young woman's transitions through education, work and family life to express how personal difficulties can be worked through.
2017
Rejoice develops Micellar and silicone-free hair-care positioning[7]Rejoice brand and product referencebaike.baidu.com
Product launch · Product generation
The brand introduced a Micellar-based hair-care combination and presented it as an update to its silicone-free product direction.
2016
Rejoice runs “Hair Hockey” ambient campaign in the Philippines[12]飘柔在菲律宾推出“Hair Hockey”环境媒体广告活动adsoftheworld.com
Campaign
Leo Burnett Manila created an experiential Philippine campaign titled “Hair Hockey.” The work used an ambient advertising format to communicate hair movement, smoothness, or manageability through a playful hockey-related execution.
2014
Rejoice launches relationship-focused “Hugs” advertising film in China[13]飘柔在中国推出聚焦亲密关系的“拥抱”广告片time.com
Campaign
A long-form Rejoice commercial created by Leo Burnett Hong Kong portrayed a couple on the verge of divorce undertaking a daily-hug challenge tied to important places in their relationship. The campaign was reported as receiving substantial online attention and used reconciliation and physical closeness as a metaphorical extension of the brand’s touch and hair-smoothness associations.
Rejoice highlights accessibility and non-visual perceptions of beauty[14]飘柔聚焦无障碍与美的非视觉感知daxueconsulting.com
Campaign
Rejoice partnered with People.cn and the Guangdong Association for the Blind on an accessibility-themed public-service film featuring four visually impaired women. The campaign challenged the idea that beauty is only visual and connected tactile perceptions of beauty with the brand’s long-standing emphasis on silky-feeling hair.
Rejoice appears in regional haircare campaigns and advertising archives[15]飘柔出现在多个区域护发广告活动与广告档案中adsspot.me
Campaign
Advertising archives document Rejoice work across Asian markets, including “Love Journey,” “Pillows,” “Comb,” “Air Hockey,” “Salon-the-Go,” and “Hair Clips.” The executions generally focused on intimacy, convenience, hair movement, or the practical benefits of smoother and more manageable hair.

Overview

History

Products and positioning

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources15 sources

Overview

History

Products and positioning

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources15 sources