ABOUT

Schwarzkopf had been a client for over a decade, with a relationship spanning brands, launches and campaigns. In an increasingly crowded beauty market, there was a constant need to keep established products fresh — and this time, to create an extra level of buzz and attention.

The Brief

8 Precious Oils had a new opportunity: Zhu Yilong, one of China’s biggest actors, with A-list star power and an extraordinarily engaged fanbase. The brief was to turn that reach into fresh interest in the range — going beyond conventional celebrity endorsement to give fans something they would actively seek out, engage with and share.

The Work

We built the campaign as a window into Zhu Yilong’s world — using his personality, hobbies, interests and glimpses of home life to give fans a sense of access beyond the usual celebrity endorsement. From the main campaign and KVs to product and efficacy films, social, behind-the-scenes and supporting content, everything played into that idea: revealing a little more of the person behind the star while keeping 8 Precious Oils at the heart of the story.

The Impact

It worked. The campaign opened 8 Precious Oils up to a massive new audience, turning Zhu Yilong’s fanbase into active engagement with the brand and product. The content generated more than 50 million views and 5 million likes and shares — creating the extra buzz Schwarzkopf wanted and bringing fresh attention to an established range.

The production also delivered a wealth of additional photography and KVs for other Schwarzkopf sub-brands and products, extending its impact well beyond the original campaign.