The television, print and outdoor blitz focuses on the freshness of Double Refiner which contains two ingredients - AHA, a slightly acidic plant extract; and Retinol, which is vitamin A in its purest form.
The formulations are kept separate in a dual-chamber package. But when combined, just prior to being used, Unilever claims the resulting mixture will help to refine pores and reduce fine lines, producing a smoother skin.
Unilever Hong Kong group product manager, Anita Ching, said the ingredients could not be pre-mixed in a factory because the efficacy of each would deteriorate easily.
She stressed that the ingredients had to be kept separate "since Retinol is sensitive to a slightly acidic environment over a period of time".
As a result, the Ogilvy & Mather-developed campaign, focuses on the core concept that Double Refiner delivers maximum benefits from ingredients which are "freshly mixed at the very moment of usage", Ching said. This was underlined in the tagline: 'instant freshly mixed for superior pore and fineline refining benefits.'
"Freshness is the key selling point of the product because no other product in Hong Kong has such a combination. As a result, all our marketing communications activities single-mindedly tells the 'freshly mixed' story."
The brand's target audience is working women aged between 20 and 40, whose skin is put under daily stress because of the heat and the humidity of the outdoors and the dry, air-conditioned environment indoors.
Taking off from the TVC, Unilever has also conducted an extensive advertorial campaign in general weeklies and beauty and fashion magazines. "We are attempting to use as many of the touch points with people as we can in order to get our message across - television, print and advertorials at home; at work - bus shelters and buses outdoors," Ching said.
Point of sale is also a key component as the product is widely available through major personal care and supermarket chains such as Mannings, Watson's and ParkNShop and drug stores and fashion outlets, including Sasa and Angel.
