DESCRIPTION

The Rose franchise campaign marked the first major initiative under my creative leadership at Fresh, designed to capture Gen Z audiences across North America and Southeast Asia. Anchored by the launch of the Rose Deep Hydration Emulsion, the campaign sought to reintroduce Fresh through a sensorial, hydration-led story. Historically perceived as soft and heritage-driven—but out of touch with modern skincare narratives—the brand was revitalized through a visual language of softness, fluidity, and tactile beauty. This approach blended iconic brand codes with a contemporary aesthetic, transforming Rose into a symbol of modern hydration and emotional connection. As a result, the entire Rose franchise experienced a 20% increase in sales and a 34% increase in awareness, reinforcing its status as a cornerstone of Fresh’s skincare portfolio while successfully reengaging a new generation of beauty consumers.