P&G wanted to conquer the fast-growing prestige skin care China market and complete its skin care portfolio by introducing its 1st exclusively developed new brand, Illume.  However, Illume suffered from low awareness and lack of global success story and brand heritage.

H&K China conducted a market intelligence analysis to provide in-depth study on the competitive market landscape.  Based on the findings, H&K China advised on the communications strategy and positioning of Illume as an "innovative and high-tech" skincare brand to drive point of differentiation and address the needs of prime targets, young women who aspire to daring, progressive, bold character.  H&K developed the brand story with a focus on "skin energy theory" to create broad interest in the brand launch.  H&K further implemented a segmented media strategy to build the prestige skincare brand.

Within a month of the launch, sales of Illume more than doubled the forecast, with Illume securing 50% of its key competitor's (Aupres of Shiseido) sales. And Illume's share of voice was greater than its competitors.