PNJ: Beauty, By Right

For PNJ's self-celebration platform, aimed at confident women aged 30 to 45, April created "Mỹ Quyền Chu Toàn" (Beauty, By Right): every woman's right to choose the best for herself and her loved ones.

A music video with Ha Nhi, God of Wealth product films, Tet and Christmas photoshoots, and influencer, community and PR activity carried the idea across every touchpoint.