Storytelling Weekly – #020 O’right

A: I use L’Oreal’s shampoo. How about you?

B: I use David’s.

A: I use Dove’s body wash. How about you?

B: I use David’s.

A: I use Vaseline’s lotion. How about you?

B: I use David’s.

A: Is David an International brand? Why haven’t I heard of it before?

B: David is my roommate.

One of the perks of a marriage is… 

You can use the fancy stuff from your new “roommate.”

For example – 

Because my wife is terrified about losing too much hair, she’s adamant about using the best shampoo. Her choice?

The caffeine shampoo from O’right.

(The other day, I saw a great TV ad from O’right. I realized that I’ve never discussed any Taiwanese brand in this series. So, let’s change that today.)

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these techniques in email.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - O'right Logo

O’right was founded in Taiwan in 2002 by Stephen Ko.

The company committed to using the most organic material for everything it sells – from skin and hair care products to bottles and packaging.

Now, you’ve probably seen many brands using environmentally friendly as a slogan. But at O’right, they take it to another level.

To give you an example:

They have a coffee-colored bottle made from used coffee grounds that contains… a coffee SEED.

This means if you empty the bottle, bury it in soil, and wait a year for it to decompose…

You can actually grow a coffee tree.


With this intro, you know we’re looking at a company full of storytelling.

Storytelling Tactics

There’s a lot we can talk about O’right.

The product. The packaging. The marketing.

But today, I want to talk about a TV ad they’re airing right now 👇

If you don’t understand Chinese (what’s wrong with you!)…

Here’s what happened:

The video started with several women – casually entering a white room.

Then the subtitle asked:

Did you lose anything recently?

Each of the women started sharing how they were losing so much hair…

Due to pregnancy…

Due to stress…

Due to age…

“I would be in the shower, rub through my hair, and… *gasp* a handful of hair would fall off.”

“I would look down and ask – why is there so much hair on the floor?”

Because the hair on the ground represents the sacrifice you’ve made… the pressure you’re under… and the youth that’s gone forever. 

Looking back, you can’t help but wonder:

Is everything worth the sacrifice?

Of course.

But you still hope you can get the hair back one day…

Then, the husband (or family or mother) entered the room.

They thanked the women for their sacrifice, acknowledged everything they’d done, and hugged the women. 

Finally, at the end of the video…

A quick product placement for O’right Scalp Revitalizer – a promise that your beauty and love are always there, never gone.

Now, that’s a brilliant advertisement.

Email Tip of The Week

We all know that the pain and frustration of your target market is the best marketing material.

When you show someone a crystal clear vision of their painful problem… they feel the tension… and tension seeks resolution.

So, what’s the resolution?

Your product!

(what a coincidence 😉)

But here’s a mistake I see a lot:

Many email marketers drill into the pain so hard… so deep… using vivid language plus extreme word-painting… making the whole email cringy.

The problem?

The readers find the email so painful that they don’t want to finish it.

And that’s why – 

Whenever you’re leveraging pain, provide a light at the end of the tunnel. (or at least hint for an exit)

This builds curiosity and hope so the readers want to keep reading…

…until they discover your product – the solution they’re looking for.

(this is also why O’right introduces the family at the end of the video, thanking the women for all their sacrifices.)


To create an effective marketing campaign…

It’s essential to dig into the more profound pain of your target market.

But don’t stop there.

Bring them through the darkness, showing them the light at the end of the tunnel. Because when you do this…

Your prospects will persuade themselves that they need your product.