The Brief
A global cosmetics brand needed to build awareness for its Fit Me foundation range across Singapore and Malaysia. For a foundation, the single most decisive purchase factor is whether the shade genuinely matches the wearer's skin — so every piece of content had to show a real, well‑matched result, not an approximate one. The brief also carried a second, subtler goal: proving the range works across the full spectrum of Asian skin tones — and, as a global brand, the client held a high bar for how both the content and the creators looked.
The Approach
Rather than front every market with a single regional face, SushiVid built the campaign on locally‑based KOLs whose own skin tones spanned the range — deliberately casting creators from very fair through to deep, so the content itself demonstrated the breadth of the Fit Me shade range for Asian skin, from fair Chinese skin tones through to deeper Indian ones. Just as deliberately, creator selection weighted feed aesthetic and a polished, model‑like quality above raw reach or engagement, because the client needed every placement to sit naturally within a premium, global brand look.
The Execution
Getting the shade match right was the hardest operational piece. Since few people know their exact shade off the top of their head, we asked each creator which foundation and shade they currently wear, then matched them to the closest equivalent in the Fit Me range — so the on‑camera result was genuinely accurate rather than guessed. Content spanned a mix of Instagram carousels, TikTok and Reels, and creators were given wide creative freedom to execute in their own style, producing a varied, authentic body of try‑on and shade‑match content rather than one templated format.
The Results
The campaign delivered 381,000 views and 19,000 engagements across Singapore and Malaysia, driving a measurable lift in awareness for the Fit Me range. Just as valuable was the output itself: a library of authentic, well‑matched try‑on content showing the product performing on real, diverse Asian skin — the most persuasive proof a foundation can have.
The Takeaway
For a foundation, credibility lives in the match. The lesson here was that selecting creators for genuine skin‑tone fit and feed aesthetic — over headline reach — is what makes beauty content believable. Prioritising how a creator looks, and how accurately the shade lands on camera, turned a straightforward awareness brief into real evidence that the range is built for Asian skin.