K-beauty and J-beauty may have long dominated the headlines, but T-beauty is rising just as fast. That’s because it’s born in Thailand, one of the world’s harshest climates, and created by Thai people who live it every day. If our skincare can survive here, that’s proof it survives anywhere. And that is the strength that sets Jula’s Herb apart from every other brand. “A brand that understands what Thai women have gone through to be beautiful.”
Jula’s Herb’s #1 best-selling high-quality, affordable herbal-infused skincare sachets, including Watermelon Sunscreen, Carrot Serum, Longan Serum, and many more, have become favorites among Thai and international consumers. Today, the brand launched its first major brand campaign created by Wolf BKK.
The brand knows better than anyone that being beautiful in this country has never been easy. Just look at the conditions. One minute, the sun holds a personal grudge against your skin. The next, a sudden rainstorm rolls in and turns the street into a flood. Traffic wears down your patience, and dust settles on your face as the wind hits you on the back of a motorbike. Humidity leaves your face slick and wilted from the moment you step out the door. And when you finally reach for your phone to unwind, there’s another round of national-scale drama, the kind of headline chaos that stresses your mind and your skin. It’s all truly Thailand Only, and we’re made for exactly that.
Pairing that insight with the brand’s strength in Thai natural extracts such as watermelon, longan and carrot, the campaign lands on a simple idea: however tough the conditions, we can look beautiful through it all.
The idea comes to life in a film “Anti-Beauty Country” by Suneta House that’s practically based on a true story. It captures the brutally tough reality of everyday Thai life, leaving you with just one question: “How am I supposed to stay beautiful when I have to go through all this?!” The film plays as comedy, but at its heart is a sense of pride in T-Beauty. Jula’s Herb stands with every Thai who wants to stay beautiful against the odds. We know what they’re up against, and we’ve got their back.
CREDITS
Brand: Jula’s Herb
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Heads: Pandarie Somjit, Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sansuda Chuaphanich
Communications Manager: Thananya Piyacharoenwattana
Senior Graphic Designer: Vanvisa Wangbamrungsak
Agency Producer: Chanoknan Wongwises
Production Company: Suneta House
Director: Teerapol Suneta
