In 2020, in light of the upgraded product strategy and brand value, Rejoice reorganize its brand proposition to "Effortless Beauty, Effortless Smoothness", supporting every woman to pursue beauty in a more time-saving and effortless way.
As the first campaign after the brand upgradation, Rejoice targeted those 18-year-old candidates who were striving for an ideal score of Gaokao (China's National College Entrance Examination). On the final day of Gaokao, the first "no script" documentary was released to depict the actual state in which they were, and lead to Rejoice's new brand proposition as well.
