BACKGROUND:
As the quiet luxury segment becomes increasingly crowded, consumer perception of "quiet luxury" has evolved beyond restrained elegance and premium aesthetics—they now place greater emphasis on a brand's cultural depth, artisanal spirit, and intrinsic value. How Fresh Creme Ancienne can maintain its TOP1 position in the quiet luxury beauty segment has become a core challenge for the brand.

OUR STRATEGY:
Fresh Creme Ancienne partners with Qian Xiaoping, a nationally recognized inheritor of Song Brocade as an intangible cultural heritage, to co-create Year of the Horse Song Brocade merchandise. By binding the thousand-year-old weaving techniques and timeless beauty of Song Brocade with Fresh Creme Ancienne's "artisanal repair" brand philosophy, the collaboration achieves differentiated positioning at a cultural level, sustaining the brand's leadership in the quiet luxury space.

CREATIVE EXECUTION:
·  Partnered with master Qian Xiaoping to co-create a series of Song Brocade merchandise inspired by the Year of the Horse: Song Brocade ornaments, hanging decorations, and red envelopes—each accompanied by a certificate stamped with Qian Xiaoping's personal seal, endowing every piece with unique cultural value and collectible significance
·  Produced artisanal visual assets around the co-branded merchandise and Creme Ancienne products: one collection focused on master Qian Xiaoping in her workshop, capturing moments of dedication in Song Brocade weaving; another collection comprised of merchandise and product KVs, blending Song Brocade patterns with Fresh Creme Ancienne products in a quiet luxury aesthetic, presenting a dialogue between Eastern craftsmanship and modern skincare

ACHIEVEMENT:
·  Leveraged the cultural depth of Song Brocade as a national intangible cultural heritage, infusing Fresh Creme Ancienne with a distinctive Eastern artisanal narrative and strengthening the brand's cultural moat in the quiet luxury space
·  Through the visual presentation of master craftsman storytelling, artisanal imagery, and merchandise KVs, achieved content-driven, collectible brand communication, deepening consumer understanding of Fresh Creme Ancienne's "artisanal repair" philosophy
·  Drove premium gifting scenarios through cultural collaboration, helping the brand maintain its TOP1 leadership position in the competitive quiet luxury beauty segment