Cleans Unveil Feel The Haunted

In Thailand’s beauty market, influencer reviews had become oversaturated. With 74% of consumers trusting influencers more than ads, the sheer volume of beauty content blurred together, leaving audiences fatigued and disengaged. For Biore Cleansing Cotton — a No. 2 brand with limited visibility and budget — simply adding another beauty review would not stand out.
The breakthrough came from understanding Thai audience behavior. Thai consumers are drawn to unexpected contrasts and storytelling formats that surprise, clash, and entertain. At the same time, horror stories have always gone viral in Thailand — from folklore to films to TikTok — because they grip attention, spark conversation, and spread effortlessly. In fact, during Halloween alone, Thai people drove over 9 million social media interactions around horror themes, proving the cultural power of the genre.
Halloween, with its bold and dramatic makeup looks, created the perfect seasonal stage to prove Biore’s USP: “Gentle Yet Powerful Cleansing for Heavy Makeup.”