DESCRIPTION

Repositioned the Crème Ancienne franchise—Fresh’s ultimate expression of savoir-faire within the LVMH portfolio—to strengthen its position in the ultra-premium beauty category and compete in China against Guerlain, Helena Rubinstein, and Clarins. Insights revealed that Chinese luxury shoppers viewed the line as lacking premium cues, driving preference toward more elevated competitors. The 15th anniversary provided a strategic moment to celebrate craftsmanship rooted in an ancient Roman recipe and hand-blended by monks in a Czech monastery. The campaign amplified the franchise’s distinctive codes—the architectural arches, the monastery setting, and the ancient recipe book, which became the storytelling cornerstone—while replacing a dated creative approach with a science-led, performance-driven narrative that fused artisanal heritage with modern efficacy. Packaging was refined to resonate with Asia’s luxury beauty aesthetic without compromising brand identity. This repositioning launched through a 20th Anniversary campaign and an exclusive Super Brand Day activation on Tmall, where the hero serum campaign generated $5.6M in one-day sales and ranked as the #1 beauty product on the platform.