Rejoice China

Rejoice China is the Chinese-market business and brand presence of Rejoice, a hair-care brand owned by Procter & Gamble. In China, the brand is known primarily by the name 飘柔 and is associated with shampoo and conditioner products focused on smoothness, manageability, softness and everyday hair care. The supplied official website presents a dedicated Chinese digital destination for the brand, while publicly available campaign material shows Rejoice operating through mass-media advertising, online video, social media, public-relations activity and consumer-facing digital experiences. The brand’s communications have historically connected the functional promise of smooth hair with broader emotional themes. A prominent strand of its Chinese positioning treats smoothness as a metaphor for harmonious relationships and affection. This approach helped distinguish Rejoice from advertising that focused only on cleansing, dandruff control or technical hair treatment. The brand has used romantic storytelling, Valentine’s Day activity and relationship-oriented films to make a relatively routine personal-care product more culturally resonant. In 2012, Rejoice ran a Valentine’s Day initiative described by Spikes Asia as “Rejoice Helps China Fall in Love.” The campaign used outdoor digital screens and other communications to help consumers express affection, reinforcing the brand’s image as a “love brand.” In 2014, a long-form online film commonly referred to as “Hugs” or “I Believe in Love Again” presented a couple facing divorce and used repeated embraces and memories of their relationship as the narrative device. The execution was created by Leo Burnett Hong Kong and attracted substantial online attention according to contemporary media reports. Rejoice has also extended its emotional and sensory language into inclusion-oriented communication. A campaign reported in connection with People.cn and the Guangdong Association for the Blind featured four visually impaired women discussing beauty through touch and other non-visual senses. Its central idea challenged the assumption that beauty is defined only by appearance, while also linking tactile perception to the brand’s longstanding emphasis on silky-feeling hair. The available material does not establish a year for this activity. The China brand should not be treated as a separately incorporated or separately listed company. It is a market-specific brand operation within Procter & Gamble’s wider portfolio. Publicly available material supplied for this entry does not establish a founding year, Chinese headquarters, current executives, sales figures, market share, or a complete current product catalogue. Rejoice China is nevertheless identifiable as an active consumer hair-care brand with an official Chinese website and a continuing presence in China’s shampoo and conditioner market.

Rejoice is a Procter & Gamble hair-care brand marketed in China as 飘柔. The available reference material does not document the brand’s original global founding date or the precise date of its Chinese launch, so neither is asserted here. Within China, the brand has been associated with shampoo and conditioner products and with a consumer proposition built around smooth, soft and easy-to-manage hair. Its Chinese marketing became notable for translating a functional hair-care benefit into emotional and cultural storytelling. Rather than limiting communications to demonstrations of washing or hair texture, Rejoice frequently connected smooth hair with smooth relationships, affection and confidence. This approach was particularly visible in campaigns developed for Chinese audiences and distributed through television, online video, social media, digital outdoor media and public-relations channels. A documented 2012 initiative, titled “Rejoice Helps China Fall in Love” by Spikes Asia, used Valentine’s Day as a platform for consumers to communicate affection. The campaign reportedly employed 80 LED boards across China and sought to give people a memorable way to say “I love you.” Its strategic role was to strengthen Rejoice’s association with love and interpersonal connection while maintaining relevance to a shampoo brand. In 2014, Leo Burnett Hong Kong developed the film “Hugs,” also discussed in contemporary coverage as a campaign encouraging couples to believe in love again. The narrative begins with divorce papers and follows a wife’s condition that her husband embrace her every day for a month. The couple revisits places connected with their proposal, first declaration of love, first kiss and first meeting. The film’s central device made physical closeness and relationship repair the emotional equivalent of hair smoothness. Contemporary reports said the video received very high online viewership, although the available sources do not provide an independently verified performance figure. Rejoice also participated in an accessibility-themed public-service film reported in connection with People.cn and the Guangdong Association for the Blind. Four visually impaired women described beauty through touch and other sensory experiences. The campaign questioned the idea that beauty must be visual and connected this inclusive perspective with Rejoice’s tactile language around silky hair. The reference material identifies the activity as an October 14 launch but does not reliably specify the year. The brand’s present Chinese operation remains part of Procter & Gamble rather than an independent public company. The official Chinese website confirms a dedicated market-facing digital presence. Beyond the documented campaigns, the supplied sources do not provide enough reliable information to state the full history of product launches, distribution, manufacturing, leadership, financial performance or current market share. Those gaps should be revisited through company filings, official corporate histories and archived Chinese product pages.

1. 2014Hugs relationship film

   Leo Burnett Hong Kong produced a long-form online film in which a couple facing divorce retraces important moments in their relationship through a series of embraces.

   Source
2. 2012Rejoice Helps China Fall in Love

   A Valentine’s Day campaign used digital outdoor communication and consumer participation to associate Rejoice with expressing love and strengthening relationships in China.

   Source

Everyday hair care centered on smooth, soft and manageable hair, with Chinese marketing that often uses love, relationships, tactile beauty and emotional connection as supporting themes.

• Rejoice ShampooShampoo

  The core cleansing line associated with the Rejoice brand in China. Brand communications emphasize smoothness, softness and manageable hair, while individual formulas and packaging may vary by market and product generation. The supplied sources do not establish a complete list of current Chinese variants or their launch dates.

• Rejoice ConditionerConditioner

  A complementary hair-conditioning category marketed under the Rejoice name. It supports the brand’s broader promise of smoother-feeling, easier-to-manage hair after washing. No reliable source in the supplied material identifies a specific Chinese launch year or complete current range.

• 2014Hugs / I Believe in Love Again

  China · Greater China

  A Leo Burnett Hong Kong online film portrayed a divorcing couple revisiting shared memories through a series of daily hugs. The story connected Rejoice’s smoothness platform with emotional reconciliation.

  Outcome. Contemporary coverage reported extensive online viewing and strong discussion around the film’s romantic, public-service-style narrative.

  Source
• 2012Rejoice Helps China Fall in Love

  China

  For Valentine’s Day, Rejoice created a large-scale love-themed activation that helped consumers communicate affection and used digital outdoor displays to reinforce its positioning as a relationship-oriented hair-care brand.

  Outcome. The campaign was recognized in the Digital PR category at Spikes Asia and was described as reaching millions of Chinese consumers.

  Source
• Beauty Can Be More Than Just Seen

  China

  An accessibility-focused public-service film featured four visually impaired women and explored beauty through touch and non-visual experience. Rejoice connected the idea of tactile beauty with its association with silky hair.

  Outcome. The campaign drew attention to visually impaired women and promoted a broader, more inclusive definition of beauty.

  Source

• 2014Rejoice relationship film attracts major online attention

  Leo Burnett Hong Kong created a long-form Rejoice film about a couple on the verge of divorce. The story uses a month of daily embraces and visits to relationship landmarks to promote reconciliation and the brand’s emotional association with smoothness.

  Campaign
  Source
• 2012Rejoice runs Valentine’s Day love campaign in China

  The brand used Valentine’s Day communications, including digital outdoor displays, to help consumers express love. The campaign positioned Rejoice as a relationship-oriented “love brand” rather than communicating only a functional shampoo benefit.

  Campaign
  Source
• Rejoice launches accessibility-themed public-service advertising in China

  Rejoice worked with People.cn and the Guangdong Association for the Blind on a film featuring four visually impaired women. The communication broadened the definition of beauty beyond visual appearance and connected tactile perception with the brand’s smooth-hair proposition.

  Campaign
  Source

1. Rejoice China official website
2. Rejoice Helps China Fall in Love — Spikes Asia
3. Rejoice smooths the kinks in your hair...and your marriage? — Campaign Asia
4. This Ridiculously Romantic Ad Aims to End Divorce — TIME
5. P&G Shampoo Brand Rejoice proves to consumers that beauty can be more than just seen