3CE | Smiley

A Playful Fusion of Beauty & Positivity

SmileyWorld partnered with 3CE, the cult-favorite Korean beauty brand, to create a vibrant and playful makeup collection that embodies self-expression and positivity. Following its launch in Korea, the collection went global in November 2023, reaching beauty enthusiasts worldwide.

The 3CE x Smiley collection quickly became a sensation, selling at a hugely impressive rate, solidifying its position as a must-have beauty line. Featuring bold packaging, energetic colours, and the world famous Smiley icon, the collaboration brought a fresh and joyful twist to everyday makeup essentials.

A 360° marketing campaign ensured the collection’s widespread visibility, utilising TikTok makeup tutorials, influencer partnerships, and interactive pop-up stores. The campaign’s success was amplified by the endorsement of celebrity Nana Ou-Yang, whose influence helped elevate brand awareness and desirability.

Marketing Campaign & Outreach

Makeup Tutorials on TikTok

  • Leveraging TikTok’s popularity, 3CE created short-form video tutorials showcasing different Smiley-inspired makeup looks.
  • Beauty influencers participated, generating millions of views and high engagement.
  • The viral campaign encouraged users to recreate looks using 3CE x Smiley products, driving organic reach and excitement.

Influencer & Celebrity Strategy

  • A handpicked selection of beauty influencers was given early access to the collection, generating excitement and anticipation before launch.
  • Nana Ou-Yang, a renowned actress and musician, actively promoted the collection through social media and in-store appearances, enhancing its credibility and reach.

Pop Up Store Activations

To create a unique and immersive shopping experience, 3CE launched themed pop-up stores at its flagship locations:

  • Billiards Pop-Up – Hongdae Flagship Store: A playful and interactive setup where customers could try products while enjoying a billiards-inspired shopping environment.
  • Bowling Pop-Up – Myeongdong Flagship Store: A fun-filled bowling-themed experience, allowing visitors to explore the collection in an engaging setting.

The pop-ups featured exclusive product giveaways, live demos, and photo zones, increasing in-store foot traffic and social media buzz.

This collection is a perfect fusion of beauty and positivity, capturing the playful essence of self-expression, to huge success.

Janet Martin, CPO - Lifestyle & Consumer Products
white smile

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