BACKGROUND AND CHALLENGE
The Revitalizing Supreme+ Series’ Global Anti-Ageing Power Soft Cream was launched years ago. Within the anti-ageing product category, the cream was not well-known by consumers. The challenges are to revive the product image and arouse consumers’ awareness of the product, and find new ways to attract and approach the right target audience.

STRATEGY AND CREATIVE
To highlight the main ingredient of the cream, we nicknamed the product as ‘Collagen Cream’.
To make the idea novel to consumers, we created a catchy slogan 不松不垮不显纹 (protect the skin from wrinkles and being saggy and slack).
The idea was to identify the consequence of collagen losing and how it would lead to skin ageing. This straightforward slogan triggered mixed response within the industry, but worked well for consumers.

What We Did
· Create nickname and slogan
· TVC script writing
· Re-editing and voice-over

The nickname per se has an enduring influence in the market. In light of ‘Collagen Cream’, Estee Lauder’s Revitalizing Supreme+ Bright series was nicknamed as ‘White Collagen’.
As a nowadays hero product of Estee Lauder, the cream relaunch also revitalized Revitalizing Supreme+ series. Today, like Advanced Night Repair Serum, ‘Collagen Cream’ is also one of the brand’s best sellers.