BACKDROP
As Elizabeth Arden's flagship product, classic ceramide capsules also has limited problems such as greasy and difficult to absorb, can only be used in summer, and "mother's exclusive" impression. At the same time, the texture of competitive oil serum is more refreshing and light, and the use feeling is better. In this context, Arden launched a new light sense light glue to enrich the product line, fill the gap in the crowd, and increase business growth.

CHALLENGES
Oil serum main competitive products in combination with the scene communication effect, such as staying up late first aid, season necessary, a bottle top several bottles...... But there is no deep exploration of the advantages of oil products themselves;
The negative feedback of consumers on oil essence is mainly manifested as high product concentration, upper face irritation, thick and greasy texture, and inconvenient carrying of dropper/pump head design.

OUR TA
Expand the base of ceramide capsules customers: from dry skin to oil skin, from autumn and winter to four seasons, from ripe age to young, broaden the young and sinking groups.

OUR STRATEGY
The ideal oil product for consumers is the essence that is easy to absorb, low irritation, portable enough and can be used in all seasons.
The new light ceramide capsules, the main "water sense oil", achieving nourish skin, to achieve different skin types, different seasons of skin care needs.

CREATIVE EXECUTION
1.By Zhang Xincheng & Zhang Jingyi two new generation star assets to promote the product listing, attract the attention of young consumers
2.The video of "Oil nourishing" uses 3D animation to personify the product, give the product the character of selling point, and interact with the star, which is more visually suitable for the aesthetic taste of young people, and also causes the spread of young people on social media
3.Jointly named Sanxingdui IP, restoration is not only the restoration of cultural relics, but also the restoration of the skin, the concept of the two strong combination, and combined with product welfare to promote sales transformation.

ACHIEVEMENT
1.Successfully created a light sense of gold glue refreshing, young image, from all levels for the brand social voice, young brand original image, interesting materials inject vitality into the brand, expand young and sinking groups, attract more young people
2.With a series of classic ceramide capsules, it penetrates the skin care needs of the whole skin type and the whole season of the target population, and strongly establishes the top status of ceramide capsules & light ceramide capsules skin nourishing.