Have you ever found yourself caught in an increasingly rapid whirlwind? In this fast-paced era where every second counts, many are eager for answers, craving monumental achievements, and striving for instant erudition… Meanwhile, the accelerating external environment, coupled with the templates of “powerful women,” acts like a clock, urging them towards what seems like the perfect path, as if slowing down means losing.
But is it so?
OSM’s answer is: No, you can take it slow.
As International Women’s Day approaches this year, OSM launches the special initiative “Pearl Girls: Beauty in Taking It Slow”, aiming to elevate the brand’s proposition of “taking it slow” and encouraging more women to do just that.
OSM upgrades its brand proposition to “Take It Slow”
As a pioneering explorer in pearl beauty since 1967, OSM has been deeply involved in pearl cultivation and processing for more than half a century. With decades of dedication, we aim to perfect the art of taking pearls to the utmost “slowly.” In 2023, OSM used the story of “Grandpa Pearl and the Story of Pearls” to convey the life attitude of “taking it slow,” warming and healing many young souls.
In 2024, OSM’s “Take It Slow” brand proposition is further upgraded, focusing on individuals, events, and objects embodying the “pearl qualities.” We share real user stories to communicate the philosophy of “taking it slow,” seeking more companions on this journey, and impacting more young minds.
Thus, on the occasion of the 114th International Women’s Day, OSM, in collaboration with “People” magazine, released the short film “Pearl Girls: Beauty in Taking It Slow,” enabling more pearl girls to see the beauty of “taking it slow” and encouraging everyone that “even important matters, you can take them slow.”
It is reported that the brand short film primarily showcases the stories of three women: stand-up comedian @NiaoNiao, variety show guest August (Cao Shixin) from “Ascending to High-Level Careers,” and contemporary Chinese writer Yang Benfen. Among them, NiaoNiao differs from the typical image of stand-up comedians as outgoing and quick-witted, instead opting to speak slowly and uniquely in her way, adding a deeper layer of interest to her performance and ultimately finding her style. August, as a calm and composed high-level copywriter in the fast-paced advertising industry, remains focused and confident, becoming the epitome of “beauty in taking it slow.” Meanwhile, Yang Benfen’s story of starting writing in her sixties is particularly touching. Her novel “Autumn Garden” was published almost seventeen years after completion, yet she continues to write persistently. Her spirit of making more women seen through her slow-paced writing is truly admirable.
It can be said that the experiences and philosophies of these three women align closely with OSM’s advocated brand proposition of “Take It Slow.” Through the video, OSM narrates their experiences and stories, conveying the idea of “slowly revealing one’s beauty” from different perspectives and characters.
According to reports, the brand short film has garnered significant attention on social platforms such as Weibo, WeChat, and Xiaohongshu. As of the time of writing, the video has reached 6.43 million views on Weibo alone.
Of note, in addition to releasing the “Pearl Girls: Beauty in Taking It Slow” brand short film, OSM has also collaborated with the “People” magazine’s “A Letter” section to launch a special collection for International Women’s Day, titled “Pearl Girls: Beauty in Taking It Slow,” inviting girls to share their stories of taking it slow. Through this letter-based communication, OSM aims to engage with consumers.
Following the release of the collection, many “Pearl Girls” have come forward to share their stories of taking it slow, including personal life struggles and experiences with learning musical instruments. These Pearl Girls have opened up and shared their stories of taking it slow.
Undoubtedly, through the release of the brand short film and the collection of stories from Pearl Girls taking it slow, OSM has deepened its brand proposition of taking it slow in the hearts of consumers.
Engaging in deep emotional connections with consumers
It is reported that, in addition to releasing the short film and collecting “Take It Slow” stories, during this year’s International Women’s Day (March 8th), OSM’s brand founder, Grandpa Pearl, Shen Zhirong, also sent a special gift to 1000 Pearl Girls — a letter and a unique pearl.
In the letter, Grandpa Pearl sincerely shared his experience of cultivating pearls when he was young. He stated, “The secret to the growth of pearls lies in taking it slow. To grow into a round and shiny shape, it takes at least three to five years. Those who cultivate pearls must give them time, and also give themselves time.” Grandpa Pearl hopes that through this letter, he can encourage all Pearl Girls to “take it slow,” offering some comfort to those who feel anxious or exhausted in this fast-paced era.
It is reported that, as the initiator of the “Grandpa Pearl Gives Pearls to 1000 Pearl Girls on International Women’s Day” brand event, OSM, in collaboration with top Bilibili blogger “Plastic Fork,” issued a call to action on February 26th. Currently, the exposure of this topic has reached 5.69 million, with 810 video submissions under the topic.
The jointly released video with the theme “Although I don’t look like it, I’m the chairman of a 2000-person corporation!” also topped the Bilibili site-wide ranking at 82nd place. The video has garnered 1.806 million views and 3293 comments, with many fans sharing heartfelt stories of taking it slow in the comment section.
Furthermore, during International Women’s Day, OSM launched a creative live broadcast on Tmall – the Pearl Girl Healing House. With the theme of “Take It Slow to Cultivate Healthy Whiteness,” this live broadcast combines healing-related content with the spirit of taking it slow from the OSM brand and skincare products, leading users into a healing “pearl shell universe,” listening to and accepting users’ emotions, and providing customized skincare spa treatments to heal both body and mind. The aim is to convey the brand’s sincerity of “breaking skincare anxiety, offering scientific skincare advice to young women, and accompanying them to slowly cultivate healthy whiteness.”
Specifically, one professional skincare anchor and three Pearl Girls with different skin types take turns sharing late-night conversations, discussing the fast and slow aspects of life and work, and listening to skincare concerns. The anchor provides customized OSM product solutions for the Pearl Girls, offers skincare spas, and includes a letter from Grandpa Pearl, providing deeper companionship and healing for the Pearl Girls.
This “Take It Slow Creative Live Broadcast Room” has also achieved good dissemination results. According to the brand, the Pearl Girl Healing House (Take It Slow Live Broadcast Room) received 71,000 page views and 62,000 visitors in the two hours from 1-3 am on March 5th. Among them, 46,000 visitors were guided into the store (accounting for 74% of visitors), making it the Top 1 during the “National Goods Brightness” list segment of the evening and also the Top 1 overall.
Undoubtedly, the positive data reflects the attractiveness of creative live broadcast content to consumers, not only guiding them to further explore product details and make purchases but also laying the foundation for the live broadcast’s transaction volume. In addition, OSM’s brand image has left a deep impression on consumers, achieving the integration of brand and effectiveness.
It’s evident that at the crucial marketing juncture of International Women’s Day, OSM deeply understands the users’ mindset and upgrades the brand’s advocacy of the “Take It Slow” attitude. From previously focusing on the story of “Grandpa Pearl” Shen Zhirong cultivating pearls, it expands to encompass more individuals, events, and objects embodying “pearl qualities,” further elevating the spirit of the “Take It Slow” brand. This initiative also encourages more women to “stay calm and take it slow.”
Undoubtedly, OSM’s multidimensional planning this time not only further strengthens the emotional connection between the brand and consumers but, more importantly, also represents another enhancement of the brand’s youthification strategy by conveying its brand values with sincerity and empathy, standing with young people.
Youthification has always been a topic of enduring interest. As a veteran brand in Chinese cosmetics, OSM has been in the industry for over half a century. However, with keen insights and empathy, it has consistently integrated the attitude of “Take It Slow” into its emotional marketing strategy, resonating with contemporary young people. This is precisely the essence of how beauty brands maintain their “youthfulness” over time.
